AMD to Drop "Athlon" Moniker on the High End
May 2, 2007 9:48 AM
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AMD has big changes with K10, including a new brand
Over the next two weeks AMD will slowly begin to introduce its new brand name for high end desktop CPUs. The brand, Phenom, will succeed Athlon on all K10 offerings.
will be labeled as Phenom X2; quad-core Agena as Phenom X4. The halo products,
and its family, will receive the brand name Phenom FX.
Phenom is pronounced as an abbreviated version of the word "phenomenal." AMD's guidance states that the company will promote its Phenom X4 and X2 processors under the premise that Phenom allows its users to "experience the Phenomenal."
The company will still retain its Athlon and Sempron brand names -- Athlon on its mid-range products and Sempron on up the low-end.
Brand image is not the only nomenclature changing with AMD's next-generation processors. This summer, the company will start to phase out its descriptive SKU system for something
a little more esoteric
"Athlon 64 X2 4000+ 45W 1MB L2
," for example, will be renamed the "AMD
AMD representatives would not reveal the naming strategy for its Agena, Kuma and Rana processors, though they were able to confirm the K10 family would get names similar to the rollout ocurring on the low-power 65nm processors.
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5/2/2007 10:49:36 AM
I think the "Athlon" brand is a little old. About time they came up with a new brand. Great timing as well to release a new brand with K10.
I like the use of Phenom, it's cool like Athlon was and not exactly a word. Reminds me of the overused "Venom".
5/2/2007 11:14:22 AM
Actually, it is a real word. From Websters:
Etymology: by shortening
: PHENOMENON; especially : a person of phenomenal ability or promise
It's hard to say strange words aren't "real" words anymore. Hell, "stick-to-itivness" is a real word now, anything can be a real word.
I feel like this is somewhat different from "Athlon." Athlon was cool but didn't mean anything. This is a real term that sounds unequivocally self-important, so it'll be like walking a tight rope -- if they're are phenomenal, they'll get a lot of cheesy puns about it, if they are less than phenomenal, there will be more criticism than there would have been had they not chosen this naming convention.
5/2/2007 3:59:43 PM
Well it is slang, but it's obviously derived from "phenomenal". I shouldn't be so surprised - our vocabulary is so limited and dull the last few decades.
5/3/2007 9:38:15 AM
I like Phenom. When I first read the name I thought of "Venom." Now I pronounce it "fee-nom."
Athlon has been around for a long time and needed to be replaced.
"We can't expect users to use common sense. That would eliminate the need for all sorts of legislation, committees, oversight and lawyers." -- Christopher Jennings
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