While we’re still over a quarter out from the end of 2022, Intel already has its eyes aimed at 2023 and its eventual refresh of its mobile processors. To that end, today the company has announced that they are making some branding changes for the low-end.

Starting in 2023, Intel will be retiring the Pentium and Celeron brands for laptop processors. In its place, Intel will have a singular “Intel Processor” brand for the low end of the market, while the Core branding (with its multiple tiers) will remain in place for the rest of Intel’s mobile product stack.

“Whether for work or play, the importance of the PC has only become more apparent as the torrid pace of technological development continues to shape the world. Intel is committed to driving innovation to benefit users, and our entry-level processor families have been crucial for raising the PC standard across all price points. The new Intel Processor branding will simplify our offerings so users can focus on choosing the right processor for their needs.”

-Josh Newman, Intel vice president and interim general manager of Mobile Client Platforms

Notably, this change only applies to future laptop parts. At this point Intel is not announcing a change for desktop parts or embedded parts. But with that said, I would not be the least bit surprised if these change ultimately came to desktops as well, as mobile is effectively Intel’s leading consumer market segment these days. So technology and names tend to percolate up to the desktop segment, keeping the two in sync.

Intel’s current generation Pentium and Celeron offerings are both based on Alder Lake-U processors with a single performance core and four (one block of) efficiency cores. The only differences between these SKUs, besides price, is clockspeeds – specifically, that the Celeron parts lack turbo. So if Intel is going to pursue a similar strategy in future generations, then it’s not outlandish to fold two similar products under a single brand. Though the decision to forgo any kind of specific branding is an unusual one for Intel.

With that said, there’s also been a notable absence of “pure” Atom parts in this segment in this generation. Intel has yet to produce a true entry-level part using its Gracemont Atom cores; so everything below the Alder Lake Pentiums/Celerons has been the last-generation Tremont Atoms. So larger changes may be afoot for Intel’s cheapest laptop product segment.

Source: Intel

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  • Hulk - Friday, September 16, 2022 - link

    Good. It's about time.
  • nandnandnand - Saturday, September 17, 2022 - link

    But I like Celery and Pentagram.
  • StevoLincolnite - Friday, September 16, 2022 - link

    Goodbye Pentium. You reign was a long one.
  • lemurbutton - Saturday, September 17, 2022 - link

    You can't have Celeron and Pentium brands anymore when the worst Apple Silicon (M1) is better than your best laptop chip.
  • PeachNCream - Saturday, September 17, 2022 - link

    I'm glad you're deciding what the world can and cannot have. Please establish more rules for the industry as you troll a dead tech news outlet's dwindling readers.
  • solipsism - Saturday, September 17, 2022 - link

    I read his comment and understand that he's talking about marketing of their chips, hence his use of the term "brands".

    Still not on board? OK.

    Well think of it in another branding context, what if you had seen a reply to Arby's changing their logo and he had written "You can't have a picture of a pig presenting it's butthole and still expect people to want to eat your quasi-meat sandwiches." It's a hypothesis since it's not yet tested if that will work and certainly filled with opinion, but would you disagree and claim that he's deciding " what the world can and cannot have"? I have doubts.

    Or what if Big Brother brought in Kevin Spacey as their spokesperson for their ads going forward and he wrote, "You can't have Kevin Spacey promoting any business, especially ones with children, and expect the public not to become outraged." Spacey is probably desperate for work, but do you think that's a good move for BBBS? Would you say he's "deciding world can and cannot have" or just be onboard with that being a monumentally bad idea?

  • sheh - Saturday, September 17, 2022 - link

    Your examples include the word "expect". That word is absent from the top comment's assertion, and that makes it look less like an opinion and more an absolute statement.

    Also, your examples make sense, while in the top comment it's less evident. What's the logic in linking the validity of using certain brand names with the performance of a competitor? If it's supposed to be "specific branding for lower-performance parts is a bad idea when the competition is better", I think that's quite a stretch.

  • quorm - Saturday, September 17, 2022 - link

    This makes me sad. No money in running a tech site these days, if there ever was. Either you shoehorn in links to your "list of best GPUs" commission links into every post or just fade away.
  • nandnandnand - Saturday, September 17, 2022 - link

    You could always run your own tech site as a passion project, as long as you don't offend the Internet gatekeepers. You can collect money from your audience from places like Patreon, as long as you don't offend the Internet gatekeepers. You can get some ad revenue from YouTube, as long as...
  • StevoLincolnite - Saturday, September 17, 2022 - link

    Anandtech doesn't have Dailytech anymore, so there isn't a reason to check daily. So that doesn't help either.

    That and they generally don't do reviews and hardware breakdowns anymore... So obviously people will go elsewhere.

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