In a surprising turn of events, Intel is rumored to be abandoning its iconic ‘i’ branding for future CPU names. The news was confirmed by Bernard Fernandes, Intel’s director of global communications, in a recent tweet. Fernandes stated that Intel is at an “inflection point” in its roadmap and has plans for “brand changes” in the naming of its upcoming CPU generations.
This revelation comes as Intel prepares to introduce a new CPU architecture codenamed “Meteor Lake,” which is expected to be released later this year. Fueling the speculation, benchmark results from the game Ashes of the Singularity recently surfaced, revealing a mysterious processor called the Intel Core Ultra 5 1003H.
If the leaks are accurate, the ‘i’ branding could be replaced with the term “Ultra.” However, it remains uncertain whether this is just a codename or an indication of a broader rebranding strategy, potentially involving Ultra and non-Ultra versions of the Meteor Lake processors. It is worth noting that there might be another ‘i’ generation before the rebranding takes effect, as leaked information suggests Intel’s 14th-gen Core CPUs may still use the current architecture.
The decision to drop the iconic ‘i’ branding raises questions about Intel’s motivations and timing. While Meteor Lake represents a fresh start for Intel’s processors, the company will reportedly retain the “Core” branding. The move away from the familiar ‘i’ designation, without a clear replacement strategy, seems perplexing. Moreover, the leaked “Ultra” name is not particularly unique, as it has been widely used in various product categories, including smartphones and display technologies.
Rebranding can often lead to unnecessary confusion among consumers, especially when a well-established brand identity is abruptly changed. Intel’s ‘i’ branding has been synonymous with its processors for over two decades, and it has become ingrained in consumer consciousness. Removing the ‘i’ could potentially leave customers uncertain about the performance tiers and product differentiations.
It is important to note that these speculations are based on leaks and rumors, and Intel has not officially confirmed any rebranding plans. However, if the change does materialize, it will undoubtedly mark a significant shift for Intel and its product lineup. The transition away from the ‘i’ branding could be a bold strategy to reinvent and modernize Intel’s image in the face of increasing competition, particularly from rivals like Apple. Only time will tell whether this potential rebranding move will pay off or create further confusion in the market.
