AMD to Ditch ATI Brand

AMD has decided to kill off the ATI brand, synonymous with high performance graphics cards, to bring them under it's own brand instead.

AMD acquired ATI four years ago and pledged to preserve the brand at the time.  Now though, market research for the company has suggested its own brand is well known enough to take over.

The move will see the Radeon and Firepro names continuing but all new graphics cards released from the end of this year will carry the AMD branding instead.

ATI was founded in 1985 and began its life making integrated graphics chipsets for IBM and Commodore.  It was bought by AMD in 2006 for $5.4bn.  This is a deal which hit AMDs finances heavily and is only now beginning to bear fruit.

ATI has done well in the last couple of years as rival nVidia have struggled with their new Fermi technology to make cards that rival the latest Radeons.  Only recently have nVidia begun to ship cards that truly compete with with ATI's best.

Source : PC Pro

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