With all the iPhone chaos going on, I forgot to pass comment on AMD’s new Puma laptop platform. It doesn’t look especially good or especially bad, but it’s not picking up on the massive hint Intel keeps leaving it – branding is rather important.

AMD has now launched the Spider platform for performance computing as well as Puma – using those monikers for the press and other interested parties, but not actually marketing these platforms to joe public as anything whatsoever.

Using Turion branding for the AMD processor inside is all very well, but how is Mr Potential Purchaser supposed to know that AMD has had any other involvement in putting their new laptop together?

OK, so AMD can’t compete with Intel’s massive marketing budget, but having a name that people can remember and actually says ‘hey, we’ve done some work here’ can’t be a bad thing surely?