AMD today announced an important milestone for its graphic business. The company announced that it will transition the ATI brand to AMD with the first products to carry the AMD Radeon brand to be launched later this year. Similarly, graphics-related technologies such as ATI Eyefinity multi-display technology, and ATI Catalyst drivers, will change over to the AMD brand over the course of the next few months. Existing products will continue to maintain the ATI brand straight through to their end-of-life (EOL).
The rebranding from ATI to AMD has been an option since AMD and ATI first came together as one company four years ago. AMD made the decision to consolidate the company under the AMD brand based on market research and feedback from partners. This important consolidation will positively associate the AMD brand with the product and technology innovation of Radeon, FirePro, Eyefinity and others. AMD’s AIB and OEM partners have clearly indicated support of this move and in many cases have stated that they expected the transition to have happened even sooner than today.
AMD graphics have played role in redefining how consumers shop with VISION, and AMD Fusion technology is right around the corner. The rebranding from ATI to AMD will further ensure that “graphics aware” computer users know AMD and ATI are one company.
AMD launched VISION in 2009, the most successful platform introduction in the company’s history. In the second quarter alone, AMD VISION secured more than 130 global design wins, spanning multiple price points across both the consumer and commercial markets. VISION branding has demonstrated that AMD is responsive to customer needs and through VISION, consumers will find the PC buying experience simpler and more focused on the overall experience.
In 2011, AMD plans to release an entirely new type of processor that delivers computing, graphics, and power advantages on a single chip that no one else can match. Fusion APUs (Accelerated Processing Units) represent an entirely new class of processor that combine the CPU and GPU on a single chip, delivering breakthroughs in visual computing and user interface, security, performance-per-watt and enable appealing new PC form factors.