Intel is going Ultra. It’s not wholly clear what that means. | Image: Intel
The rumors were true: Intel is officially killing off the “i” in “Core i9,” “Core i7,” “Core i5,” and “Core i3” — and it won’t broadly refer to its next series of processors as “14th Gen,” either.
The chipmaker is now planning to sell three tiers of consumer chips: Intel, Intel Core, and Intel Core Ultra.
Why? Intel branding experts tell me the all-important word “Intel” was getting lost, and the radically different Meteor Lake chips coming in the second half of 2023 offered an opportunity to change things up.
“When we looked at how the tech press, how our retailers, our OEMs, our partners talk about it, it was interesting to see how we got shortchanged all the way to a letter and a number,” Christopher Hirsch, Intel’s director of…