AMD announced in August 2010 that it would retire ATI as a product brand. New consumer graphics products adopted the AMD Radeon name in October 2010; professional graphics products followed in January 2011. Products already launched kept their ATI names, so the change did not rename every ATI-branded card at once.
When did ATI Radeon become AMD Radeon?
AMD announced its plan on August 30, 2010, describing a move to put AMD branding on graphics products by the end of that year. The company’s 2010 annual filing records the consumer transition as taking effect in October 2010, making that the documented date when new consumer graphics products moved from ATI Radeon to AMD Radeon. AMD’s August 30 announcement set out the plan; its 2010 Form 10-K records the implementation.
Which products kept the ATI name?
The transition applied to new products, not every card already on sale. AMD said consumer products launched before the change retained the ATI Radeon brand. That means an existing ATI Radeon card did not become an AMD Radeon product simply because AMD changed its branding for later releases.
Professional graphics followed a separate schedule. AMD’s filing says new professional graphics products moved from ATI branding to AMD branding in January 2011, while previously launched ATI FirePro, ATI FireGL, and ATI FireMV products kept their names.
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| Product category | Brand for new products | Treatment of products already launched |
|---|---|---|
| Consumer graphics | AMD Radeon, from October 2010 | Retained ATI Radeon |
| Professional graphics | AMD branding, from January 2011 | Retained ATI FirePro, ATI FireGL, or ATI FireMV |
These dates and distinctions are from AMD’s 2010 Form 10-K.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why did AMD retire the ATI brand?
AMD had completed its acquisition of ATI in October 2006, in a transaction AMD valued at approximately $5.4 billion. In 2010, the company chose to put its own name on graphics products instead of continuing to market them under ATI. AMD’s acquisition-completion release gives the completion date and approximate transaction value.
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PCWorld quoted AMD spokesman Drew Erskine saying, “The change in brand name won’t affect the company’s graphics product offerings or plans.” That describes AMD’s stated expectation at the time; it does not establish what effect the rebrand had on sales, brand recognition, or customer behavior. PCWorld’s August 30, 2010 report quoted Erskine.
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