June 19, 2009

Intel's strategy to rename its chips and platforms has seen some opposition from chip enthusiasts, who say the new naming conventions are even more confusing.

The chip company on Wednesday said it was making changes to the naming convention of Core processors, switching the derivatives attached to it. Tags like Core 2 Duo and Core 2 Quad will be replaced by names like Core i3, Core i5 and Core i7, depending on the type of PC and configuration.

Chips for entry-level desktops and laptops will carry the Core i3 brand, while chips for mid-level and high-end PCs will have Core i5 and Core i7 tags respectively. The Core i7 tag is already being used on Intel's Nehalem-based chips that go in high-end desktop PCs.

Intel said it will continue to use its Atom brand for low-power processors used in netbooks and smartphones. The company will also retain the Celeron and Pentium entry-level chips for mainstream laptops and desktops. In platforms, the company said it would phase out usage of the popular Centrino brand to describe mobile laptop platforms by early next year.

"For PC purchasing, think in terms of good-better-best with Celeron being good, Pentium better, and the Intel Core family representing the best we have to offer," wrote Bill Calder, an Intel spokesman, in a blog entry on Wednesday. The change will make it easier for customers to differentiate and recognize brands in the future.

The fact of the matter is, we have a complex structure with too many platform brands, product names, and product brands, and we've made things confusing for consumers and IT buyers in the process," Calder wrote.