Updated 20 May, 2013, 10:05 am IST
IDF 2012: Intel wants you to call new CPUs ‘4th generation Intel Core', not 'Haswell'
| by Ramkumar Iyer |
Intel is focusing on branding its upcoming family of CPUs more as ‘4th generation Intel Core' processors than as ‘Haswell’ processors before it is launched. It seems to have come to the company’s notice that since codenames such as “Sandy Bridge,” “Ivy Bridge” and “Haswell” are usually easier to use than the official product names in casual discussion and descriptions, they are easily confused with regard to the actual name of the products. Intel is looking to rectify this for its next line of processors, and as a result, we’re going to see/hear a lot less about ‘Haswell’ processors and more about ‘4th generation Intel Core’ processors, even though the products won’t launch until the second half of 2013.
It's '4th generation Core'! NOT 'Haswell'!
“No one can go to a store and buy a ‘Haswell‘ system,” said Brian Fravel, who oversees Intel’s global brand strategy. “The easy thing is to use ‘Haswell’ and build equity in the codename instead of the product name. But there’s a problem with that,” he said. “When we launched ’3rd generation Core,’ Walt Mossberg said people should buy an ‘Ivy Bridge’ processor. The endorsement was great, but from a brand perspective, that wasn’t helping us at all. No one can buy an ‘Ivy Bridge’ computer.”
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