On Friday, we learned that next-gen "Silvermont" Atoms may be sold as Pentiums and Celerons in low-end desktops, laptops, and all-in-one PCs. Intel confirmed the story, so we know it's legit—but there may be more to it than that.
According to CNet News, even future Android devices will be powered by those Pentium- and Celeron-branded Atoms. The site talks of "[l]aptops, convertibles, detachables, all-in-ones (AIOs), and desktops" that will feature "either Windows 8.1 or Android."
Reportedly, Intel believes that the Silvermont incarnations aimed at those systems are, in performance terms, comparable to today's Ivy Bridge-based Celerons and Pentiums. That may not be so for versions of Silvermont aimed at "pure tablets." CNet News says those will "probably not" carry the same brand names as their other siblings. I assume the Atom branding will stick around for those.
Silvermont is expected to have much higher performance per clock than current Atoms (thanks in part to out-of-order execution), so it's easy to understand the reasoning being these moves. Still, provided the CNet News story is accurate, seeing "Celeron inside" stickers on Android devices will take some getting used to.