Rumor has it that Intel is internally pondering over whether it should finally eliminate the Atom brand name. The reason behind this move is said to be the impression of low-end products that Atom brand gives in the market. The report comes from Taiwanese publication Digitimes, which cites sources from the upstream supply chain. Intel has not officially commented on this rumor. According to the report, Intel is likely to begin phasing out the Atom brand from the fourth quarter of this year

The sources believe that Intel hopes changing the brand name will help revive sales, as the company is said to believe that sales of Atom based tablets and smartphones have been low because the Atom brand has a negative image in the market. The report says that Intel will launch Pentium and Celeron processors for the entry-level segment. Haswell based Pentium processors are rumored to be launched in September, whereas Haswell based Celeron processors are expected in the first quarter of 2014. The chip maker is also said to launch new midrange processors based on Haswell and will phase out the Ivy Bridge based processors.

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