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Sapphire Responds To Boycott Actions

A Website calling for the boycott of video card maker Sapphire seems to have made its point, as the company has changed the naming scheme of one of its graphics cards based on the ATI Radeon 9800 Pro. The issue stems from the Sapphire Radeon 9800 Pro labelled cards using a 128-bit memory bus, as apposed to other Radeon 9800 Pro’s that use a 256-bit bus.

According to the site www.boycottsapphire.com, “The card was originally named a Radeon 9800pro because it uses a 9800pro chip. After spending over an hour on the phone with Stephen [a Sapphire representative], I truly believe that Sapphire didn’t intentionally mean to mislead consumers. He explained that because the card uses a 9800pro chip, the card was simply originally named a 9800pro.”

From Sapphire’s press release:

Since the roll-out of the SAPPHIRE 128-bit version of RADEON 9800 PRO core into the channel it has been brought to our attention that this model is being met with some confusion and for this we would like to extend our sincere apologies.

Keeping with our level of interaction within the community, Sapphire is moving to alleviate said confusion by renaming the 128-bit version to the SAPPHIRE RADEON 9800 ATLANTIS and we are instructing each of our retail partners to clearly and prominently list the 128-bit specification.

Further to this end, the SAPPHIRE RADEON 9800 ATLANTIS 128-bit products boxes will now be labeled with an oversized 128-bit sticker on the boxes face as well. Inquiries have been made into our retail partners and the investigation has yielded no findings that any of our loyal customers have been charged the 256-bit price for the 128-bit part.

SAPPHIRE encourages any of our customers who purchased a 128-bit part under the assumption that it was 256-bit part to exercise your right to return your product. Should you have difficulty finding satisfaction with your retailer, SAPPHIRE continues to stand firmly behind our products and asks you to contact SAPPHIRE directly.

For end users in the U.S. who can not return the product to the supplier feel free to contact 909-594-3128. You will need to present the product, sales receipt and provide the discounted retail price difference of US$25