AMD to Drop Athlon, Phenom Processor Names?

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AMD to Drop Athlon, Phenom Processor Names?

AMD may be dropping some long-maintained names for its microprocessors to improve its ‘Vision’ branding scheme.
The company’s current names for its processors, including Athlon, Phenom, and Sempron, are to be discontinued later this year when AMD introduces new processors according to a report.

The new processors will be classes of its Vision platforms and will not have a sub-brand as the company’s processors currently do. The product family will include the FX-, A-, and E-series microprocessors.

The E-series processors have already been released and cover the low end of the market; the HP Pavilion dm1z is an example of one notebook using it. The FX-series microprocessors will be the top-tier products and be sold under the AMD Vision Black and AMD Vision Ultimate labels.

A spokesperson for AMD said in a statement: “What you saw AMD do with APUs on the ‘Brazos’ platform is get component-level branding out of the way so that our OEM partners can imbue their products with branding of their choosing without sub-brands cluttering things up. Vision is AMD’s contribution, which comes with the intention of simplifying the purchasing for folks who know what they want to do with their PC and don’t care to learn the intricate sub-component technical nuances to make a buying decision. Will we do the same with Llano and Zambezi?  You’ll have to wait and see.”

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