Digitimes ran a story today indicating that Intel reportedly plans to rename the brand names of CPUs under its Cedar Trail platform in 2012. According to their industry sources they are doing so because as demand for netbooks and nettops built with its Atom-branded processors has dropped significantly due to the poor brand image of Atom CPUs.
Intel has responded that “We are very committed to the Intel Atom processor brand, and there are no plans to change it.” At Intel’s IDF last week, it was very clear that Atom has been a very successful line-up and will continue to be in developing nations. The upcoming Cedar Trail (Q4 2011 release) and Medfield (1H 2012 release) chips will both use the Atom brand.
The rebranding is said to cover Intel’s N/D/Z/E lineups of Atom CPUs for netbooks, nettops, handheld devices, consumer electronics products and embedded devices. Changing the Atom brand will only further confuse consumers and all signs at IDF indicated to a very dedicated Atom team. Digitimes often runs industry gossip of which there is a lot of in Taiwan. I would take this rumor with a grain of salt even though I have been very skeptical of Cedar Trail keeping its Q4 2011 deadline.