The trademark law giveth and the trademark law taketh away
). That card is the Intel Arc A380, a name that might sound a little familiar to anyone with more than a passing interest in aviation.
I’ll try to keep this as brief and not-boring as possible, because let's be honest: trademark law isn’t exactly the most riveting topic. The key thing it boils down to is the ‘likelihood of confusion’ - usually, for a trademark lawsuit to succeed, a judge has to rule that there is a non-zero chance that a consumer could get confused between two non-generic products based on the name.
AMD had been making big money, but losing the ability to sell the 80386 processor was a huge blow. Intel owned the trademark on the 80386 , and that mark was closely guarded; Team Blue was wary of imitators, and it was right to be. It defended the trademark and the associated technology zealously, engaging in lawsuits with AMD to prevent it from continuing to utilize the microarchitecture that powered the 386.
The impact this had is seen in the names of every mainstream CPU on the market today: specifically that they, rather than just numbers. Intel’s next move was to establish the Pentium brand, while the numbers became a mere sub-identifier of the chip. In fact, Intel was keen to reiterate the distinction between a product name and what it called an ‘alpha-numeric product designation’ when we contacted the company regarding this story.
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