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The “AMD Fusion” branding entered into a trademark dispute between Advanced Micro Devices (“AMD”), the EU trademark owner Boost Up International Limited and Arctic Switzerland AG, who claimed to be the first to use “Fusion” for its range of computer power supply products since 2006.[49] In early 2012, AMD has laid out plans to cease the Fusion branding for its APUs in favor of the “Heterogeneous System Architecture” (“HSA”) branding.[50] However, the parties failed to reach a compromise regarding the compensations for licensing fees and legal expenses incurred to bring the matter to the discussion table. On 23 January 2013, Arctic announced the company and AMD have eventually arrived at an agreement to settle the issue in private.[51] To put the dispute to an end, distributors and resellers are asked to terminate the use of “Fusion” and “AMD Fusion” latest by 31 January 2013 in the sale of any AMD computer hardware or its OEMs products.[52]