updated 09:00 am EDT, Tue August 8, 2006
ATI rebranded as AMD
If you're hunting for a high-end video card a few months from now, don't bother searching for ATI; the name has effectively ceased to be. Eager to display their total absorption and control of ATI, AMD has announced that any future video cards from the division will bear the AMD brand. This ends 21 years of the ATI name, the company having been founded in Markham, Ontario, Canada in 1985. Update: ArsTechnica notes that contrary to earlier reports, an AMD PR rep insists they will keep the ATI name for video cards. "AMD has no plans to drop the ATi brand name or ATi's product brands. The ATi name will live on at AMD as our leading consumer brand, and so will the Radeon brand and other ATi product brands. AMD's executive management knows very well the power and value of branding, and ATi's branding is some of the most valued in the global technology industry."