Intel May Drop “i” Brand, Replace It with “Ultra”

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Intel is undergoing brand adjustments in preparation for the upcoming Meteor Lake series, according to Bernard Fernandes, Intel’s director of global communications.

Bernard Fernandes Twitter

Speculation about the change in branding began last week when an Intel CPU dubbed “Intel Core Ultra 5 1003H” appeared in the Ashes of the Singularity game benchmark database. This suggested that Intel may drop the “i” brand and replace it with the “Ultra” brand.

Intel has been using the “i” branding on its CPUs since the 1980s, so it is unclear why the company would make such a significant change. However, one possibility is that Intel is looking to rebrand its products in order to better reflect its focus on high-performance computing and artificial intelligence.

The newly branded “Ultra” is reportedly partially optional and will apply to newer SKUs, not newer parts. Intel is expected to launch an updated version of the Raptor Lake series later this year, and it is possible that this rebranding will affect the Raptor Lake series as well.

The “Ultra” brand is a more modern and aspirational name, and it could help Intel to appeal to a wider range of consumers. If Intel does make the change, it will be interesting to see how it is received by the market.

Intel is not the only company that is making brand adjustments. AMD is also reportedly planning to change the name of its Ryzen processors. The company is said to be considering a name change that would better reflect the performance of its products.

Intel has not yet officially confirmed the change in branding, but it is likely that we will hear more about it in the coming months.

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