According to an article from SemiAccurate, AMD is ending its ‘Vision’ branding for its APU platforms and PC systems using these platforms. For those unaware, the Vision branding was introduced just three years ago in 2009 (which in turn replaced an earlier AMD Game! branding). Apart from being used in platform names (such as AMD Vision E1, AMD Vision A4, AMD Vision A10, etc.), it’s used to clarify performance categories of AMD-powered desktop PCs and notebooks. For example, a basic AMD Vision system is suited for watching online videos and DVDs, a Vision Premium system for Blu-rays, while a Vision Ultimate system works great if you wish to create or edit HD videos. In other words, instead of focusing on the specs, Vision talks about user benefits and user experiences.
According to SemiAccurate, AMD will remove all references to the word ‘Vision’ from ‘the logos and the promotional materials for the APU platforms in general and the PC systems using these APU platforms’. So instead of ‘AMD Vision A10 Technology’, it’ll simply be called ‘AMD A10 Technology’.
Lastly, no reason is given on why AMD is ditching the Vision branding; we can only hazard a guess that the initiative isn't yielding the desired results. As the article aptly puts it, consumers don’t have anything to gain from this purely marketing decision. Perhaps, they don't have anything to lose either.
In our opinion, if this turns out to be true, it all boils down to the poor marketing done to-date that raises more questions than provide answers to the typical consumer. Without the "Vision" branding, the product marketing simply follows the actual product names, which is more straightforward to a certain extent. Further to that, we've already iterated in 2009 that the Vision marketing terminology didn't make much sense and in its current incarnation with more powerful APUs, the Vision branding had already taken on following the product name without much direct relevance to capabilities - despite the fact AMD has made an effort to 'differentiate' them as seem in the screenshot above.