Intel is making a bold move to regain its competitive edge against AMD. Rumors have been circulating for some time, suggesting that Intel would be abandoning its renowned "Intel Core i" brand, which has dominated the market for the past 15 years. Today, Intel officially announced its plans to revise the branding of its consumer CPUs, introducing a simplified naming scheme that bears resemblance to AMD's Ryzen processor lineup.

The iconic "Intel Core i" brand will be bid farewell as Intel shifts its focus to the "Core" brand. The chips will now be categorized as either "Core" or "Core Ultra," and the familiar identifiers of i3, i5, i7, and i9 will no longer feature the "i" prefix. Additionally, Intel will no longer use generational labels like "13th Generation" to distinguish its processors.

In conjunction with the rebranding, Intel will introduce new badges for their processors, although specific details about these badges have not yet been disclosed. These changes will take effect with the release of the upcoming Meteor Lake processors later this year and will not be retroactively applied to existing chips.

This rebranding initiative from Intel comes on the heels of the recent appearance of processors with the "Ultra" designation in performance tests on a public database. The move signifies Intel's efforts to adapt and respond to market trends and competition.

It is worth noting that Intel has made other notable changes to its public image in recent times. The company redesigned its iconic logo and jingle, a decision that garnered mixed reactions from the public. Additionally, Intel has phased out other once-famous brands within the company, such as Pentium and Celeron, which were met with some criticism.

According to Intel, the upcoming Meteor Lake chips represent a pivotal moment for the company in terms of design, manufacturing, and architecture. These chips are expected to bring significant advancements and improvements for both Intel and its customers. The decision to streamline the brand structure is said to be in response to customer feedback, with a focus on providing a more simplified and user-friendly experience.