Intel spelled the end for the McAfee brand at CES this week, declaring that the security software is to be renamed.
The computer security product has been associated with founder John McAfee and his controversial antics for 27 years.
But Intel CEO Brian Krzanich told the CES Las Vegas audience in his keynote speech yesterday that McAfee consumer products would be rebranded Intel Security.
Intel told CBR the change is effective immediately, but will take up to a year to complete, being applied to each new product released.
The iconic red McAfee shield will remain, while some parts of McAfee's mobile security range will now become free for iOS and Android devices.
A spokeswoman said: "The continued use and prominence of the shield signals the fact that McAfee's core expertise of security and protection are embedded.
"The McAfee brand name will be phased out as new products are introduced. "
CBR did not receive an answer regarding the reason for the brand name change, though it is standard practice for firms after purchasing a company - Intel bought McAfee back in 2010 for $7.7bn.
Former hacker Kevin Mitnick used his keynote at IP Expo late last year to slam anti-virus software for its alleged inability to protect users from some cyber attacks, and singled out McAfee, saying: "The only thing McAfee's good at is making videos these days."