In an unusual move, Intel's director of global communications, Bernard Fernandes, took to Twitter this morning to confirm that the chip giant is preparing some chip branding change for later this year. Citing that the company is at an “inflection point” ahead of the launch of their Meteor Lake architecture client CPUs later this year, Intel is apparently developing something new for branding their first mass-scale chiplet-based consumer CPU.

Yes, we are making brand changes as we’re at an inflection point in our client roadmap in preparation for the upcoming launch of our #MeteorLake processors. We will provide more details regarding these exciting changes in the coming weeks! #Intel

While the tweet in question doesn’t specifically address what it’s in response to, from context and timing it’s almost certainly a reaction to recent rumors that Intel is preparing to change their branding strategy for their Core family of consumer chips. And while it’s AnandTech policy not to republish or otherwise comment on rumors, an official comment from a high-ranking Intel PR representative means that this is no longer a mere rumor, and that changes are indeed in the works.

The current Core paradigm has been in place since late 2008 with the launch of the generational Core family and the now familiar i3/i5/i7 tiers. While Intel has since added the i9 tier and played with suffixes a few times in the last 15 years, Core branding has remained relatively consistent as a whole for what’s become 13 generations of parts.

But if the rumors are true, then the Core family will soon lose its i-series moniker. Based on benchmark data uploaded to the Ashes of the Singularity benchmark results database – a notorious source of leaks from hardware testers who neglect to turn off results reporting – an Intel Core Ultra 5 1003H has been spotted in the database. Which in turn suggests that Intel is intending to phase out the Core i-series branding for new Core Ultra branding.

To be sure, Intel’s tweet does not confirm the Ultra branding; and Ashes alone is not an authoritative source. But given that Intel has opted to confirm that they are making some brand changes to align with the Meteor Lake launch, if it's not Ultra, then some other kind of branding change is clearly in the works.

Source: Intel

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  • tipoo - Monday, May 1, 2023 - link

    Ah yes the Intel 5 on Intel 4, this will make much sense to the normals.
  • meacupla - Monday, May 1, 2023 - link

    I doubt "normals" would even know of Intel 5 or Intel 4.

    Intel, AMD, nvidia, apple, etc. don't include what process node they had their chips fabricated on in their advertisements for the general public.

    The only reason you or I know, is from tech websites, like Anandtech, publishing the extra details.
  • hansip87 - Monday, May 1, 2023 - link

    umm yeah AMD did.. those 5700xt back then displayed 7nm label on the box.
  • meacupla - Tuesday, May 2, 2023 - link

    1. that's a graphics card
    2. is there a specific box for this? because the 5700xt slides I can find don't have that as a highlight
  • Fengshui - Monday, May 1, 2023 - link

    Deny all you want.

    It is significant enough that Intel changes it.
  • meacupla - Tuesday, May 2, 2023 - link

    I don't even understand what you are referring to
  • name99 - Tuesday, May 2, 2023 - link

    The normals will, however, know that Apple calls their high end chips Ultra...

    Is the goal here that Intel hopes to fool people into thinking Apple still uses their chips? Because I can see it backfiring into "Oh, Intel, the company that buys chips from Apple"...
  • goatfajitas - Monday, May 8, 2023 - link

    You are clearly looking at the world through Apple colored glasses. Apple Apple Apple. meh.
    - Meanwhile the whole world of tech, enterprise, gaming and AI marches on outside the world of Apple's nifty toys.
  • thestryker - Monday, May 1, 2023 - link

    I'm hopeful that this adding words into the names nonsense isn't really where they're going. I can somewhat understand a nomenclature change given the possibilities with tiles, but I'd much prefer seeing something meaningful.
  • RealBeast - Tuesday, May 2, 2023 - link

    Yeah, Ultra is silly when Super Duper is available. 😉

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