No more ATI branding

AMD is thinking of dumping the ATI brand name, and are looking to opt for a more “customer-centric approach.”

The Register reports that AMD wants to get over processor-centric branding. The spokesperson speaking to The Register said that internal surveys show that the AMD brand name is bigger than the ATI brand.

AMD WILL stick with the Radeon and FirePro brands until the new Radeon GPUs are released later this year, when they will make the transition to the AMD brand.

“Fusion” Accelerated Processing Units (APUs) are what AMD are working on these days. These new APUs will contain CPUs, GPUs, video processing and other application specific accelerators.

More on this matter as it builds.