AMD Rumoured to Discontinue Vision Branding

AMD’s Vision May Follow “Fusion”, “Live” and “Better by Design”

by Anton Shilov
01/01/2013 | 11:51 PM

Advanced Micro Devices introduced its Vision brand for PC platforms just about three years ago. Different versions of Vision were intended to show end-user performance and capabilities of different notebooks and desktops. However, it looks like now the company has lost faith into Vision and plans to phase out the brand in 2013.


Originally, AMD Vision featured four types of platforms: Vision (dual-core processor, integrated graphics core), Vision Premium (low-power dual-core processor, higher-performance integrated graphics); Vision Ultimate (low-power premium-performance dual-core processor, standalone graphics processor); Vision Pro (professional-grade hardware). Starting from April 2011, AMD dropped monikers like “Premium”, “Ultimate” and “Pro” monikers and instead of that started to put microprocessor types on the Vision stickers as well as additional labels that revealed the number of x86 cores and type of graphics sub-systems.

It looks like dual-logo approach was not exactly appreciated by AMD’s partners simply because its platforms are nowadays too different and simple classification does not simplify choice. Moreover, many traditional performance metrics are no longer as important as several years ago. For example, core-count inside accelerated processing units will no longer matter once AMD unveils its low-power quad-core solutions based on Jaguar cores later this year. In general, it will be impossible to clearly determine which desktop or notebook platform will be premium and which will be mainstream or ultimate. Moreover, considering the fact that with the cancellation of code-named Kaveri APUs AMD will not be able to target high-end part of the market with ultimate parts, it makes a perfect sense to start de-emphasizing positioning and emphasize product/family brand only.

With the roll-out of next-generation accelerated processing unit (APU) solutions – code-named Richland, Kabini and Temash – AMD will cease to use Vision platform brands, reports SemiAccurate web-site citing its own sources. Instead, the company will emphasize product family, e.g., FX (for Vishera products); A10, A8, Athlon or Pro (for Richland products); A6, A4, E2 or E1 (for Kabini series) as well as something for APUs aimed at ultra-low power platforms, such as Temash.

In many ways, AMD’s product branding will resemble that of Intel, which phased out platform brands, such as Centrino, and now only promotes CPU families: Core i7, Core i5, Core i3, Pentium or Celeron.

AMD did not comment on the news-story.