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Intel will remain committed to Atom, denies rebranding efforts

The chip maker quickly shot down claims of abandoning the Atom brand name

Industry sources close to DigiTimes dropped the news today of a possible rebranding of the Intel Atom CPUs, specifically the upcoming Cedar Trail platform and the N/D/Z/E lineups. The supposed rebrand was to be a response to the low demand and “poor brand image of Atom CPUs,” said the source.

Fortunately, Intel was able to clear the air quite quickly and had this to say to

You may have seen some reportd that we’re planning to change the Atom brand. We’re not. The upcoming Cedar Trail (Q4 2011 release) and Medfield (1H 2012 release) chips will both use the Atom brand. We are very committed to the Intel Atom processor brand, and there are no plans to change it.

The power-conscious Atom processors were first available for netbooks in 2008 with dies as small as 14nm coming within the next three years. The Atom series has been having trouble grasping onto the tablet market due to increasing competition from ARM-based processors. Snapdragon, Tegra and OMAP processors have taken off in mobile markets where Intel has faltered with its Atom chips. The new Cedar Trail release, as well as the Windows 8 launch in 2012, is expected to give Intel the boost it needs in the crowding mobile arena.


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Allen Ngo, 2011-09-23 (Update: 2012-05-26)