Intel will be discontinuing its i-branded Core chip series, after 23 years, in favour of the Core Ultra.

Intel has confirmed for its upcoming Meteor Lake chips, the likes of the Core i7, and i9 brands will be replaced with the Core Ultra branding.

The first sign was in the branding for a video game, which touted its benchmark test speeds using the “Core Ultra 5 1003H”.

Bernard Fernandes, the Director of Communications at Intel, confirmed the changes.

“Yes, we are making brand changes as we’re at an inflection point in our client roadmap in preparation for the upcoming launch of our Meteor Lake processors,” Fernandes said.

“We will provide more details regarding these exciting changes in the coming weeks!”

Intel just posted the largest quarterly loss in the company’s history, which suggests they’ll need more than a brand refresh.