The Cingular name will commence to go away on Monday , when the AT&T blade will once again describe a mobile offering in the U.S.

AT&T will found a new advertising safari to supervene upon the Cingular brand with its own , the society announced Friday . The campaign starts on Monday and will initially feature a transitional computer graphic that includes elements of both the AT&T and Cingular logos .

The move will have a tangential effect on Apple ’s nascent plan to get into the fluid phone business enterprise . Earlier this workweek , in unveil its novel iPhone , Apple announced that Cingular would be the undivided U.S. carrier for the smartphone . Cingular CEO Stan Sigman appeared onstage with Steve Jobs during the Apple CEO ’s Macworld Expo keynote .

As a result of a series of mergers and acquisitions , the AT&T trade name on a wireless inspection and repair was recently killed off , only to now be revived .

AT&T Wireless was once an independent caller that had been spun off from AT&T. Cingular Wireless bought the wireless manipulator and eliminated the AT&T Wireless brand . Then SBC , one of the owners of Cingular , bought AT&T , adopting the AT&T brand name for its landline services . More recently , AT&T corrupt BellSouth , the other possessor of Cingular , spurring the switch back to the AT&T brand for the wireless table service .

Now that AT&T is the parent company of several telecommunication brands , it is consolidating the branding under the AT&T name as a agency of cut cost . AT&T estimate that 20 percentage of the operating expense it expects to save though the merger with BellSouth will issue forth from consolidating ad .

Although well - known , the AT&T marque has been tarnished a chip since Cingular ’s acquisition of AT&T Wireless . A course military action cause claims that Cingular purposely allow the AT&T Wireless connection to degrade as a way to encourage customers to switch to the Cingular mesh . Cingular then charged customers early ending fees to cancel their AT&T Wireless accounts , as well as other fee for setting up Modern contracts with Cingular , the courting alleges .

Throughout this year , the 2,000 Cingular stores and kiosks will get new AT&T sign of the zodiac . The company will employ the co - branded graphic until customer become aware that Cingular is now AT&T. AT&T did not say how long that might take .

Macworld.com executive editor program Philip Michaels contributed to this composition .