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Anand Chandrasekher
A spokesperson said the statements were "inaccurate"

Qualcomm suddenly has an about-face regarding Apple's 64-bit A7 processor, which a company executive called a "marketing gimmick" just last week.

Anand Chandrasekher -- senior vice president and chief marketing officer at Qualcomm -- said last week that Apple's 64-bit processor in the new iPhone 5S doesn't offer a big enough reason for consumers to upgrade because 64-bit chips are needed for memory addressability beyond 4GB, and the iPhone 5S has only 1GB of DRAM. Hence, he concluded that 64-bit processors are not relevant in today's smartphones and tablets. 

"I know there's a lot of noise because Apple did [64-bit] on their A7," said Chandrasekher. "I think they are doing a marketing gimmick. There's zero benefit a consumer gets from that."

However, Qualcomm is backtracking on those comments and now says that 64-bit processors are a necessary part of the future of mobile computing. 

“The comments made by Anand Chandrasekher, Qualcomm CMO, about 64-bit computing were inaccurate,” said a Qualcomm spokesperson. “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.”

Qualcomm works closely with Apple and supplies modems for iPhones and iPads. Also, both companies design chips based on ARM architecture. 

More specifically, the A7 chip is based on the ARMv8 instruction set, which is said to boost performance through quicker mathematical and security tasks. It also eliminates the inefficiencies in older ARM instructions, but some wonder how much credit the 64-bit processor can take for the heightened performance. 

Apple released its iPhone 5S last month, which runs $199/$299/$399 for 16GB/32GB/64GB respectively. 

Qualcomm provides its Snapdragon chips for Android and Windows Phone smartphones and tablets. It even plans to continue investing in chips made for Windows RT, which is a mobile version of Windows 8 that runs on ARM-based chips and has been criticized for failing to produce a full Windows 8 experience (it can't run legacy apps).  

Qualcomm said it plans to offer a 64-bit processor in the future to keep up with chip designs and even cut manufacturing costs, but there's no set release date.

Source: TechHive

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RE: Bla, bla
By retrospooty on 10/9/2013 10:15:45 AM , Rating: 2
Not a "Gimmick" more of a future proof move. Not much benefit today in this iPhone, but better to be ready than playing catch up later when the benefits might matter.

RE: Bla, bla
By Monkey's Uncle on 10/9/2013 11:26:47 AM , Rating: 2
Exactly. Also developers can't develop applications for a platform that doesn't exist. The 64-bit platform has to be well established and in place before developers will commit resources to developing for it.

In the case of the iPhone (and later on other phone makers as they release their 64-bit hardware), it is that line in the sand that tells developers that there is a market for 64-bit applications.

RE: Bla, bla
By augiem on 10/9/2013 2:20:35 PM , Rating: 2
The problem is you guys are looking at this from the business and future tech perspective. Apple's pushing of the 64-bit thing is directed at the consumer, in reference to the 5S, NOW. Bragging about 64-bit now in the context of the iPhone 5 IS just marketing. Why should they be bragging about their future business strategy during the consumer release of their phone and with all the other bullet points as to why you should buy the latest version? There's no reason to do so except to cash in on the "64 is better than 32" mentality of the public. Sure, in an investor presentation it would make sense to go on about the future tech for the next 10 generations of devices, but that's not what they're doing.

RE: Bla, bla
By retrospooty on 10/9/2013 5:34:56 PM , Rating: 2
Agreed. Today it is just fluff. Everything on a phone is geared to be small and efficient and doesn't benefit from 64 bit today.

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