Delta6326also waiting for Newegg to update the change Computer Hardware,Video Cards & Video Devices,Desk...

amschipI think it's sad too. Although i would like them to retain "A" letter from ati logo in radeon name as a tribute to what ATI was. Otherwise it will be completely forgotten in few years.

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PVTCaboose1337This is too bad. Although I guess it is a good PR move to make AMD seem bigger. Now when you buy a laptop, you can have an Intel processor and an AMD GFX sticker. Very clever as AMD will become more well known.

AlienIsGODIMO the Radeon moniker is what ppl relate to ATI/AMD cards. The color scheme on the logos are pretty much same as before and most ppl I know go by the board partners name... i.e. Sapphire, XFX, etc.

Ramifications of ATI Brand Drop
But there are more issues than just the value of the brand for the particular market. For many years Intel used ATI Radeon graphics boards for public performance measurements, in addition, the large chipmaker helped to advertize Intel- and ATI-based personal computers. In fact, ATI was invited to Intel Developer Forums even after it was acquired by AMD. Will the world's largest chipmaker in some ways help to promote personal computers with "AMD Radeon", thus helping its arch-enemy to gain brand recognition? Will it invite AMD to take part of IDF? At present ATI commands 51.1% of discrete GPU market and 24.5% of all graphics adapters market, thus, ATI Radeon boards are installed into Intel-based systems and GPG's market performance is not limited to market share of AMD platforms. If ATI logo is dropped in favour of AMD's, so will likely market share of the graphics division.

It should be noted that with the dawn of the accelerated processing unit (APU) era it would make sense for AMD to sell them under one single trademark since AMD Fusion 2000 with ATI Radeon HD 5610 graphics core does not sound easy for average consumers. Still, when selling chipsets AMD barely notes the class of the integrated graphics core and it hardly will in the Fusion era.

For years both AMD and Intel "borrowed" numerous technical and marketing solutions from each other. AMD went platformization route, just like Intel, whereas the latter integrated memory controller into its microprocessors and introduced point-to-point interconnection for multi-socket platforms. Intel is unlikely to drop Havok or McAfee brands despite of the fact that Intel is among the world's most known trademarks. The reason is simple: Intel is not known for cross-platform middleware or antivirus software. Will AMD, which is not known for graphics processors, dare to drop the very well known ATI trademark?

For over a quarter of a century ATI has been a renowned graphics brand, whereas AMD has been known for microprocessors. Although Bentley is owned by Volkswagen Group, the Continental GT is still Bentley Continental GT, not Volkswagen Continental GT or Volkswagen Bentley Continental GT. Rebranding "ATI Radeon" premium graphics label into anything else will require AMD to do something it has never been truly keen of: to greatly alter its advertising and marketing initiatives so that to tell the market that the heritage of ATI is still there and the Radeon GPUs are still premium computer components, not inexpensive solutions with nice price to performance ratio. Perhaps, some things should just remain as they is?

AMD did not comment on the news-story.

Super XPJoin the Stay Alive Campaign for ATI :D

Completely BonkersI don't think the move add value to AMD in any way. What is driving this is some vested interest in some department/external marketing company/consultancy that will get a lot of DOLLAR due to the changes.

The industry IS SEGMENTED between CPU and GPU technology and separated in how build and purchase decisions are made. It has been for many years and will continue to be. It's like Jaguar being bought by Ford and calling it a Ford. Or Ferrari being bought by Fiat and calling it a Fiat. It doesnt help anyone.

AMD really need to think out of the box. If ATI is so successful in the consumer space, perhaps they should have used AMD for enterprise computing and ATI-PROCESSORS for consumer. ie. use ATI for CPUs also. Now that would have been smart.

MadCatMk2I can see a lot of people being confused by this in the near future. Most people who are not into these things, not only are not aware of AMD buying ATi, but are just now realizing that ATi cards are just as / better than what Nvidia has to offer.

If one thing bugs me though it's that I won't see the name "Athlon" again from what I can tell. I can't forgive this to AMD.

"Vision" sounds like something Microsoft(R)(TM) would make.

naram-sinMe to. First of all, ATI was, like, gonna live forever... Second: I don't think this will come to be a very successful move. Imagine future laptops with both, Intel and AMD logos... I don't think Intel's gonna like this...

erockerSeriously.. Why?