As a maker, I've been following Adafruit since they sold a handful of products, probably assembled and boxed on Limor's dining room table.

Adafruit has forked microcontroller libraries and toolchains before, and a huge chunk of their success has been directly due to Arduino and related things. So it will not surprise me if they are gearing up to announce their brand-spanking new Arduino-compatible devices, software, and ecosystem.

They could call it Adaduino.

Adafruit already sells own-brand Arduino clones. They have a whole line of Uno-shaped boards with various microcontrollers, some drop-in compatible with the original Uno, and others with more modern chips.

https://www.adafruit.com/category/818

FruitDuino was taken