Intel rebrands PC chips after 15 years

Intel on Thursday announced a rebranding initiative for its consumer processors, marking the first major change in nearly 15 years. The company will phase out the ‘Core i’ branding for its consumer PC processors and adopt a numbered nomenclature system instead.

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It will also launch a new range of ‘Core Ultra’ chips for high-end PCs, the company said in a statement.

Industry experts said that the move signals an attempt from the PC processor major to revamp its image, as rival chipmakers such as Advanced Micro Devices (AMD) and Nvidia are benefiting from the rising demand for artificial intelligence (AI)-driven applications.

The new branding will be launched with the company’s next generation of processors for desktops and laptops, so far called Meteor Lake. The latter will be its 14th generation of processors and was showcased at the PC show Computex 2023 in Taiwan on 30 May. Among other features, Intel’s showcase revealed a co-processing unit called ‘Versatile Processing Unit’ (VPU) in its processors, which will be used for local processing of AI and machine learning workloads.