With the launch of the Mac Pro and the M2 Ultra processor at WWDC, Apple has officially phased out Intel’s entire line of Mac processors and completed the transition to Apple silicon. The company also unveiled the most powerful chip ever made, surpassing any Intel chip ever made for a Mac.

According to The Verge, in response, Intel changed its own brand. Instead of the Core i3, i5, and i7 processors that have been around for over a decade, the next generation of processors will come in three tiers: Intel, Intel Core, and Intel Core Ultra. To be honest, we’re a bit surprised not to see “Pro” or “Max” there.

Somewhat ironically, Intel says one of the reasons they are changing the names of their chips is to avoid confusion with Apple. As Christopher Hirsch, Intel’s director of product branding, told The Verge, the “me” wasn’t all that clear to customers, and some wondered if the email was really related to the iPhone and iPad.

It makes some sense, but it’s not clear why it’s taking so long and how the Ultra branding will clear things up. Along with the M2 Ultra chip, Apple is also selling the Apple Watch Ultra and is rumored to be bringing the branding to the iPhone line. So while the Ultra is quickly associated with Apple devices, Intel seems to be on the hook again.

Intel says the rebranded chips will start shipping later this year when their Meteor Lake chips start showing up in PCs.