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Seeing its Atom brand giving an impression of low-end products, Intel internally is considering eliminating the brand name and the process may start in the fourth quarter, according to sources from the upstream supply chain.
Intel believes that sales of Atom-based smartphones and tablets have been impacted partly by the CPU brand’s negative image, the sources said. Therefore it hopes a name change can revive demand.
Intel is set to launch Haswell-based Pentium processors in September and will release Haswell-based Celeron processors in the first quarter of 2014.
Intel is also set to release its Haswell-based midrange processors including Core i3 series in the near future and will phase out previous-generation Ivy Bridge-based processors such as Core i5 2390T, Core i3 2100 and Pentium G860. However, Ivy Bridge processors will still account for around 60% of Intel’s total CPU shipments by the end of 2013.
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Source: Associated Press