Intel replaces Pentium, Celeron brands with just Processor • The Register

logo watch Pour one for Pentium and one for Celeron. After more than two decades, Intel has ditched branding in favor of a new moniker.

So what does the x86 behemoth plan to call its entry-level chips? Intel processor. And no, that’s not a typo. Capital P. Starting next year, a half-hearted salesperson at your nearest big box might very well answer the question “what kind of processor do you have?” with: “You have an Intel processor.”

“Yes, but which one?”

“An Intel one. An Intel processor.”

Who are we kidding? No one goes to the big stores anymore.

“Intel is committed to driving innovation to benefit users, and our entry-level processor families have been crucial in raising the bar for PCs at all price points,” said Josh Newman, vice president and interim general manager of Intel. Intel’s mobile client platforms, in a statement. canned statement.

“The new Intel Processor branding will simplify our offerings so users can focus on choosing the right processor for their needs.”

According to the x86 goliath, getting rid of Pentium and Celeron as a brand and instead using Processor will “sharpen” the corporation’s focus on its flagship Core, Evo and vPro processors, er.

This update streamlines brand offerings in the PC segments to enable and improve communication with Intel customers about each product’s value proposition, while simplifying the buying experience for customers. chips.

In other words, if you want a cheap entry-level chip from Intel, it’s no longer going to be a Pentium or Celeron, it’s going to be a generic Intel processor. And if you want more oomph and features, look to Intel Core, vPro, etc.

When you think of cheap hardware, Intel wants you to think: Intel processor.

The Intel mark that says: Intel INSIDE

Intel’s Processor brand… Yes, but what’s inside?

To us, it looks like the US giant is acknowledging that its Pentium and Celeron brands are, in customers’ minds, stuck in the 1990s when they launched. These days Pentiums and Celerons still ship, just with more modern CPU cores, but that’s probably lost on people who see the brand and think: what, the chips I played with. Earthquake in?

In the early 1990s, Pentium wasn’t the dog of Intel’s lineup like it is now. Launched in 1993 as a successor to Intel’s venerable 486, the Pentium enjoyed several generations as the chipmaker’s flagship brand.

It was only after Intel hit a dead end with its Pentium 4 family that the baton passed to the Core series in 2006.

Unlike the Pentium, Celeron has always been a budget chip aimed at entry-level PCs.

Introduced two years before the turn of the millennium, Celeron processors were initially just stripped-down versions of their high-end Pentium siblings. And that, for the most part, remains true for Intel’s Celeron and Pentium chips today.

Intel pentium gold 8500Launched in the first quarter of 2022, it is based on the same Alder Lake platform used by its flagship Core and Evo series products.

This includes Intel’s big and small core architecture, with the Pentium pairing a single high-performance core, clocked at up to 4.4 GHz, with four efficiency cores.

You can expect to see Intel’s new stripped-down branding on shelves beginning with its 2023 product lineup.

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