IDF 2012: Intel wants you to call new CPUs ‘4th generation Intel Core', not 'Haswell'

Intel is focusing on branding its upcoming family of CPUs more as ‘4th generation Intel Core' processors than as ‘Haswell’ processors before it is launched. It seems to have come to the company’s notice that since codenames such as “Sandy Bridge,” “Ivy Bridge” and “Haswell” are usually easier to use than the official product names in casual discussion and descriptions, they are easily confused with regard to the actual name of the products. Intel is looking to rectify this for its next line of processors, and as a result, we’re going to see/hear a lot less about ‘Haswell’ processors and more about ‘4th generation Intel Core’ processors, even though the products won’t launch until the second half of 2013.Intel’s branding team seems to have taken up this issue after Wall Street Journal technology columnist Walt Mossberg advised consumers in his spring buyer’s guide earlier this year to wait for the “Ivy Bridge” family of chips before buying a laptop.

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