Qualcomm Says Apple's 64-Bit A7 Processor is a 'Marketing Gimmick'

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Posted October 3, 2013 at 5:37am by iClarified

Qualcomm SVP and Chief Marketing Officer Anand Chandrasekher says Apple's 64-bit A7 processor is just a 'marketing gimmick', reports TechWorld.

"I know there's a lot of noise because Apple did [64-bit] on their A7," said Anand Chandrasekher, senior vice president and chief marketing officer at Qualcomm, in an interview. "I think they are doing a marketing gimmick. There's zero benefit a consumer gets from that."

Chandrasekher notes that while 64-bit allows for more memory addressability the iPhone 5s only has 1GB.

"Predominantly... you need it for memory addressability beyond 4GB. That's it. You don't really need it for performance, and the kinds of applications that 64-bit get used in mostly are large, server-class applications," said Chandrasekher.

Despite the comments, Qualcomm says it will eventually move to a 64-bit processor due to benefits from engineering, chip design and OSes standpoints.

Read More [via Eunice]

Qualcomm Says Apple's 64-Bit A7 Processor is a 'Marketing Gimmick'

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Great - October 9, 2013 at 11:37am

Qualcomm back tracks! Apple is correct! “The comments made by Anand Chandrasekher, Qualcomm CMO, about 64-bit computing were inaccurate,” said a Qualcomm spokesperson in an email. “The mobile hardware and software ecosystem is already moving in the direction of 64-bit; and, the evolution to 64-bit brings desktop class capabilities and user experiences to mobile, as well as enabling mobile processors and software to run new classes of computing devices.”

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lynes - October 4, 2013 at 2:58pm

Well they do say 'forward thinking', so there looking at it more like a step in the right direction. sooner or later this type of hardware will be utilized.

Nuck Chorris - October 4, 2013 at 1:32pm

They said its pointless now but they will eventually do it.. Do you not know how the progress of technology works?

Marcus1571 - October 4, 2013 at 7:33am

I heard the exact same things for the entire 64bit Windows architecture. Arrogant, smug, non engineers working in marketing... talking like the actually "build" something. Until those "geniuses" realize that Google Chrome is not 64bit while Java already is... until they realize that a 64bit native browser will handle memory usage much better cos these days even grandma is doing 30 plus tabs. But sure, go ahead, join the army of moro*$ that went on for 15 years droning about storage sizes with sentences like: "Woah! BLAHBLAH GB: you'll neeeeeever fill that up! It's ridiculous for you to buy that!!!"

ipadguy - October 3, 2013 at 5:24pm

Apple made it cool, so now there doing it lmao

Ron Dean - October 3, 2013 at 5:11pm

Faking benchmark scores and cheating those numbers for press releases is a "marketing gimmick" too. Trying to pass off performance numbers that arnt real world.....

Keith - October 3, 2013 at 3:39pm

So it's only a Gimmick until Qualcomm decides to put one out. Then it's advantageous because of "engineering, chip design and OSes standpoints". But until Qualcomm puts out a 64 bit processor it's a gimmick? Whatever

Mab - October 3, 2013 at 3:09pm

Told you so...... Not a surprise as major parts of apple is made in china

Tim - October 3, 2013 at 2:43pm

"If you don't want an iPhone 5s, Don't buy it!" As an updated version of the song would go. Upgrading from a 5 to a 5s is nice but not nice enough. The same went for the 4 to 4s. I have a 4 and my girlfriend has a 3GS that are both perfectly good and working phones. We are upgrading now only because we want something new. May even wait for 6.

Eduardo - October 3, 2013 at 4:10pm

I didn't plan to upgrade yet either but I noticed since installing iOS7 my 4S is a little slow, not to mention the iMessage fail. I like the new iOS7 a lot so I will probably get a 5S.

TheRealNoGoodNick - October 3, 2013 at 10:25pm

It actually was 5mp to 8mp!

Ivan - October 3, 2013 at 2:11pm

Quallcome logic.64-BIT processor in phone is pointless,gimmicky and marketing scam oh and we are going to make one too -.-

Simon - October 3, 2013 at 1:16pm

I'm still going to wait for the iPhone 6. Upgrading from the 5 to the 5s is pointless IMHO.

Great - October 3, 2013 at 2:08pm

Why pointless? 64 bit CPUs have benefits beyond just accessing more than 4gb of ram. With a 64bit OS and apps, you'd see speed improvements too. Apple designed the CPU, so don't think they haven't thought of how to maximise the potential.

gamerscul9870 - October 3, 2013 at 10:27am

The part about note 4 saying apple killer, in what way other than a big assed screen and the awards won for iPhone, roughly all your stuff I agree with but apple is kind of more innovative than you think.

ali larter - October 3, 2013 at 10:16am

actually the guy is right , 64bit is intended for memory benifit starting from 4gb . so its useless so far , in the future maybe useful , but right now apple is selling us something we dont need , how slick is that ?

gamerscul9870 - October 3, 2013 at 10:30am

Selling something we don't need just because of 4gb? Look how many people how switched to a phone with 2 chips, beefed camera, and a scanner with CPU and graphics to the max! 1gb compared to 4gb isn't that much of a difference, sure it will come later but that doesn't mean iPhone isn't good enough unless you want big screen!

Tundaman - October 3, 2013 at 1:48pm

In fact, benchmarks are all showing that iPhone 5S represents a significant leap forward in performance comparing to iPhone 5. Besides, iPhone 5 does NOT operates in all available 4G bands and iPhone 5S do, so it's a must have upgrade if you are in a country that does not operate in iPhone 5 range, which is IMO real reason why the iPhone 5 was discontinued.

Satans's Barber - October 3, 2013 at 9:40am

Love Apple or not, Apple has been always about doing so much more with so much less. Because they make hardware and software work together in such a way that they could do things that Damsung can only dream about. And while everyone is complaining about how 64bit needs at least 4gb ram, quad core processor, and all that bullshit., Apple found a way to do it with much much less processing power. Don't get me wrong, the A7 is a beast but it just goes to show that Apple knows what there doing.

Jack Black - October 3, 2013 at 2:17pm

Samsung can only dream??? Guy.. Samsung makes the apple chips... Without samsung there is no iphone 5s ... Relax fanboy

TheRealNoGoodNick - October 3, 2013 at 10:28pm

If samsuck makes the chips why don't you look back at the "the a7 chip was made by Samsung" article because 1. They fabricate the chips, 2. What about the apple logo, why is it their first off, 3. Read the comments! Realize sheepdroid!

Dr. J. Curcio - October 3, 2013 at 9:03am

I would recommend taking the words of a Marketing agent with a grain of salt. I suggest we use bench testing standards to qualify performance issues especially Comparisons of celluar communication devices. Long rambles appear to smother the effective transfer of information. Dr. Joseph S. Curcio, Sr.

pkmaximum - October 3, 2013 at 7:31am

I think the SVP of Qualcom is missing the point. Apple is beginning a transition that eventually all smartphones and tablets will most likely transition to. Just like the App Store, by the time all the other companies make the switch, Apple will be way ahead of the game in software optimization for 64bit applications, and users will immediately tell a difference in quality versus other mobile operating systems.

Mario Joseph - October 3, 2013 at 7:19am

Duh, its a marketing gimmick! Sure, 64 bit processors may be the future, but currently, it doesn't make that much of a difference as Apple says it does. Furthermore, current apps guys, are really tailored to let you feel that full potential of the 64 bit processor. Note that, if you compare with iphone 5, its faster, but thats because the i5 was trash. Also, keep in mind everyone will do well to move to 64 bit processors, because in today's consumer electronics market, bigger is better. Even if u don't understand what it means. LOL.

gamerscul9870 - October 3, 2013 at 10:22am

Yes bigger is better but it's that apple will release a bigger phone I am guessing this year, they did enough to make the worlds most powerful phone better before making it big unlike galacrap and did a lot for the 5s performance, they are so ready to make not only a taller phone and screen, I would suggest them making it a tad wider!

Samsuck - October 3, 2013 at 7:14am

No benefit but everyone including themselves and samshit r saying to move to 64bits. Other than address space, numeric long and double calculation is done in one CPU operation instead of multiple by using a 64bits CPU. This guys don't understand what he is talking about even he is a svp.

iAmMe - October 3, 2013 at 7:24am

Qualcomm is the maker if samsung's processors and soon they will eat their own words by following to move to 64bit. Hahaha...

iAmMe - October 3, 2013 at 7:11am

LOL! I like the last part: "Despite the comments, Qualcomm says it will eventually move to a 64-bit processor due to benefits from engineering, chip design and OSes standpoints."

Great - October 3, 2013 at 2:04pm

Yes, if others do it, it's just a marketing trick. If Qualcomm does it, it's because the customers want it. So lame. Nothing in there even says that it's for accessing greater than 4gb of ram. In the end, it's a copy of what Apple is doing! Some one please just fire this SVP.

Sharon Nathaniel - October 3, 2013 at 6:24am

I think its shows future plans of Apple. And a7 processor is faster and better, runs infinity blade on iphone 5 and iphone5s you will see the difference. 64bit is for future iphones.

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