AMD Kills ATI
It’s a sad morning.
PC gamers everywhere will be up-ending their Olde English 800s today in honor of a staple brand, ATI. Founded in 1985, ATI (Array Technologies Incorporated) produced integrated graphics cards for PC manufacturers, eventually going on to release legendary products like the 3D Rage chip, All-in-Wonder product line, and Radeon GPU series. ATI merged with chip maker AMD in 2006, enhancing AMD’s graphics portfolio.
Fortunately ATI AMD’s Radeon and FirePro products aren’t actually going anywhere — the change is in name only. AMD’s research suggests that consumers prefer the AMD brand over ATI, and that changing the brand will enhance preference over competitors. The real benefit will come later this year when AMD ships hybrid CPU and GPU chips, which would have required some awkward hyphenation sure to cross eyes and pose uncomfortable self-identity questions.
The move fits nicely with AMD’s motto, “assimilate or die the future is fusion.”
















