Intel’s 8th Generation Branding Misleading

Intel’s 8^th Generation processors are now out, but the first run are not Coffee Lake, as we expected. Instead, today’s 8^th Gen chips – four U-series mobile CPUs – are Kaby Lake (14nm+) refreshes. Eventually, we’ll get Coffee Lake (14nm++) in September, and later Canon Lake (10nm) 8^th Gen chips. However, regular consumers will be hard-pressed to tell which 8^th Gen iteration they’re getting.

8th Generation Branding

So, how can we tell which 8^th Gen chip we’re getting? Well, we won’t be able to tell from branding alone. If you’re picking up a laptop, say, then the system will be branded with an “Intel 8^th Gen” sticker. However, that sticker won’t tell you is the CPU you’re getting is Kaby Lake refresh, Coffee Lake, or Canon Lake. I’m sure eTeknix readers will know to do their research, but the average customer will be clueless.

Intel – Helping Consumers Buy “The Latest and Greatest”

Regarding branding, an Intel spokesperson told Laptop Magazine’s Andrew E. Freedman:

“Think about the people that are buying these laptops. These are for the mainstream consumer. So when they are heading into a [store] to purchase a laptop, they are looking for the latest and greatest. Last year, you know we made that change to add the generation number to the badges. Intent was to help people looking for the newest and best processors at that given time. This continues with 8th Gen. So, when a mainstream consumer goes to buy their laptop, they see 8th Gen and know they are getting the newest and best at that moment.”