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Marketing move would simplify brand names, but not everyone is happy

For two generations of accelerated processing units (APUs) -- Advanced Micro Devices, Inc.'s (AMD) CPU+GPU single die affordability/mobility-focused solution -- the word "VISION" has been tacked on to indicate that the chip is an APU.  The branding first popped up in the Llano/Zacate/Ontario/Desna and continued with the second-gen Trinity/Brazos 2.0/Hondo designs.

SemiAccurate reports, though, that the VISION brand is about to be killed off (for now AMD's VISION brand homepage appears alive, but that could soon change).  

The APUs will simply snip the designation -- for example "AMD VISION A10" will become "AMD A10".  The site doesn't appear entirely happy with this change -- Leo Yim complains:

At the end, the move to the new branding doesn’t benefit the customers much, or help to make better purchase decisions. Besides the respective price points for different APU platforms, nothing substantial is achieved with this purely marketing decision.

But he acknowledges that the move does simplify things and doesn't have that big an impact ultimately.

AMD Vision
AMD is rumored to be clipping the "VISION" brand name.

AMD recently rolled out its Piledriver-core based FX series chips (code-name: Vishera).  A mid-range Piledriver-based APU dubbed Richland is also expected to be incoming, based on roadmap leaks.

A new 28 nm low-power APU core (for the A6/A4/E2/E1 models) will land in mid-2013. Code-named Kabini, AMD has said that the power-efficient chip will pack a more-powerful DirectX 11.1-compatible GPU core.  AMD is rumored to be relying primarily on ball-grid-array (BGA) designs for Kabini, nixing upgrade routes.

Source: SemiAccurate

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RE: AMD's marketing hasn't made sense in six years.
By Belard on 1/1/2013 3:06:56 AM , Rating: 2
AMD is a pure mess. The product lines are a mixed up mess. The 800 & 900 series of chipsets are the same, the FM1 and FM2 sockets mobos use the same chipset but incompatible with each other.
The basic models (A-series) are not upgradable to somewhat faster (FX-series). It all a confusing mess. Anyone who wants top-end performance will rarely go with AMD anyway. So they might as WELL kill of the FX-series and the Socket AM3+ all together. Just make 2/4/6/8 (fake 8) core CPUs with built in GPU. Just like intel does with its i3~i7 CPUs. There is no PCIe 3.0 support from AMD... until 2014?! There is only native USB3 on FM1/2 chipsets.

The other DUMB thing is that the faster the CPU, the better its GPU is... when its the slower CPU that needs more GPU help as its likely that someone who wants performance will want a much better GPU anyway (Intel does the same thing).

I'm not seeing AMD competing on the level of Intel for the next 2-3 years... if that. So they should just streamline their product portfolio (saves money) to make A-series chips better and cheaper.

I'm not an AMD hater, I've built/sold nothing but AMD systems during the P4 era and sold AMD during Core2 for lower-end systems. If you want state-of-the-art, intel makes a consistently faster chip that; costs less, runs cooler, less power, better and silent cooling fan, less power, better features and more. The A-series has the GPUs that kick's intel ass... great... but that is it.

And with Windows7 and 8... any modern $60~100 CPU will do for most people who use the web... hence, the market switching to tablet devices.

By Jeffk464 on 1/1/2013 3:49:49 PM , Rating: 2
Anyone who wants top-end performance will rarely go with AMD anyway.

This is true for any system with discrete graphics, but if you are building a compact system with integrated graphics AMD will outperform intel in multimedia and gaming. I know its a pretty niche system but you cant disregard it.

By Jeffk464 on 1/1/2013 3:50:39 PM , Rating: 2
If only intel had bought ati.

By Jeffk464 on 1/1/2013 3:52:32 PM , Rating: 2
This includes inexpensive laptops by the way, many users will see better all around performance from a trinity laptop than a core i3 laptop.

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