diff --git a/hw/virtio-blk.c b/hw/virtio-blk.c
index 75adbec07a..363ffc1be9 100644
--- a/hw/virtio-blk.c
+++ b/hw/virtio-blk.c
@@ -25,9 +25,7 @@ typedef struct VirtIOBlock
     BlockDriverState *bs;
     VirtQueue *vq;
     void *rq;
-    char serial_str[BLOCK_SERIAL_STRLEN + 1];
     QEMUBH *bh;
-    size_t config_size;
 } VirtIOBlock;
 
 static VirtIOBlock *to_virtio_blk(VirtIODevice *vdev)
@@ -35,47 +33,6 @@ static VirtIOBlock *to_virtio_blk(VirtIODevice *vdev)
     return (VirtIOBlock *)vdev;
 }
 
-/* store identify data in little endian format
- */
-static inline void put_le16(uint16_t *p, unsigned int v)
-{
-    *p = cpu_to_le16(v);
-}
-
-/* copy to *dst from *src, nul pad dst tail as needed to len bytes
- */
-static inline void padstr(char *dst, const char *src, int len)
-{
-    while (len--)
-        *dst++ = *src ? *src++ : '\0';
-}
-
-/* setup simulated identify data as appropriate for virtio block device
- *
- * ref: AT Attachment 8 - ATA/ATAPI Command Set (ATA8-ACS)
- */
-static inline void virtio_identify_template(struct virtio_blk_config *bc)
-{
-    uint16_t *p = &bc->identify[0];
-    uint64_t lba_sectors = bc->capacity;
-
-    memset(p, 0, sizeof(bc->identify));
-    put_le16(p + 0, 0x0);                            /* ATA device */
-    padstr((char *)(p + 23), QEMU_VERSION, 8);       /* firmware revision */
-    padstr((char *)(p + 27), "QEMU VIRT_BLK", 40);   /* model# */
-    put_le16(p + 47, 0x80ff);                        /* max xfer 255 sectors */
-    put_le16(p + 49, 0x0b00);                        /* support IORDY/LBA/DMA */
-    put_le16(p + 59, 0x1ff);                         /* cur xfer 255 sectors */
-    put_le16(p + 80, 0x1f0);                         /* support ATA8/7/6/5/4 */
-    put_le16(p + 81, 0x16);
-    put_le16(p + 82, 0x400);
-    put_le16(p + 83, 0x400);
-    put_le16(p + 100, lba_sectors);
-    put_le16(p + 101, lba_sectors >> 16);
-    put_le16(p + 102, lba_sectors >> 32);
-    put_le16(p + 103, lba_sectors >> 48);
-}
-
 typedef struct VirtIOBlockReq
 {
     VirtIOBlock *dev;
@@ -448,10 +405,7 @@ static void virtio_blk_update_config(VirtIODevice *vdev, uint8_t *config)
     blkcfg.heads = heads;
     blkcfg.sectors = secs;
     blkcfg.size_max = 0;
-    virtio_identify_template(&blkcfg);
-    memcpy(&blkcfg.identify[VIRTIO_BLK_ID_SN], s->serial_str,
-        VIRTIO_BLK_ID_SN_BYTES);
-    memcpy(config, &blkcfg, s->config_size);
+    memcpy(config, &blkcfg, sizeof(struct virtio_blk_config));
 }
 
 static uint32_t virtio_blk_get_features(VirtIODevice *vdev, uint32_t features)
@@ -463,8 +417,6 @@ static uint32_t virtio_blk_get_features(VirtIODevice *vdev, uint32_t features)
 
     if (bdrv_enable_write_cache(s->bs))
         features |= (1 << VIRTIO_BLK_F_WCACHE);
-    if (strcmp(s->serial_str, "0"))
-        features |= 1 << VIRTIO_BLK_F_IDENTIFY;
     
     if (bdrv_is_read_only(s->bs))
         features |= 1 << VIRTIO_BLK_F_RO;
@@ -510,24 +462,16 @@ VirtIODevice *virtio_blk_init(DeviceState *dev, DriveInfo *dinfo)
     VirtIOBlock *s;
     int cylinders, heads, secs;
     static int virtio_blk_id;
-    char *ps = (char *)drive_get_serial(dinfo->bdrv);
-    size_t size = strlen(ps) ? sizeof(struct virtio_blk_config) :
-	    offsetof(struct virtio_blk_config, _blk_size);
 
     s = (VirtIOBlock *)virtio_common_init("virtio-blk", VIRTIO_ID_BLOCK,
-                                          size,
+                                          sizeof(struct virtio_blk_config),
                                           sizeof(VirtIOBlock));
 
-    s->config_size = size;
     s->vdev.get_config = virtio_blk_update_config;
     s->vdev.get_features = virtio_blk_get_features;
     s->vdev.reset = virtio_blk_reset;
     s->bs = dinfo->bdrv;
     s->rq = NULL;
-    if (strlen(ps))
-        strncpy(s->serial_str, ps, sizeof(s->serial_str));
-    else
-        snprintf(s->serial_str, sizeof(s->serial_str), "0");
     bdrv_guess_geometry(s->bs, &cylinders, &heads, &secs);
     bdrv_set_geometry_hint(s->bs, cylinders, heads, secs);
 
diff --git a/hw/virtio-blk.h b/hw/virtio-blk.h
index c28f776c2e..5c281adca5 100644
--- a/hw/virtio-blk.h
+++ b/hw/virtio-blk.h
@@ -30,13 +30,9 @@
 #define VIRTIO_BLK_F_RO         5       /* Disk is read-only */
 #define VIRTIO_BLK_F_BLK_SIZE   6       /* Block size of disk is available*/
 #define VIRTIO_BLK_F_SCSI       7       /* Supports scsi command passthru */
-#define VIRTIO_BLK_F_IDENTIFY   8       /* ATA IDENTIFY supported */
+/* #define VIRTIO_BLK_F_IDENTIFY   8       ATA IDENTIFY supported, DEPRECATED */
 #define VIRTIO_BLK_F_WCACHE     9       /* write cache enabled */
 
-#define VIRTIO_BLK_ID_LEN       256     /* length of identify u16 array */
-#define VIRTIO_BLK_ID_SN        10      /* start of char * serial# */
-#define VIRTIO_BLK_ID_SN_BYTES  20      /* length in bytes of serial# */
-
 struct virtio_blk_config
 {
     uint64_t capacity;
@@ -46,7 +42,6 @@ struct virtio_blk_config
     uint8_t heads;
     uint8_t sectors;
     uint32_t _blk_size;    /* structure pad, currently unused */
-    uint16_t identify[VIRTIO_BLK_ID_LEN];
 } __attribute__((packed));
 
 /* These two define direction. */