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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 Argon18 on 10/9/2013 10:53:56 AM , Rating: -1
Nope. It's not a gimmick. It's called getting the technology in place, working through the issues, so that it's a polished a mature thing when its needed. And seeing as the top phones last year had 1 GB, the top phones this year have 2 GB, we are on the cusp of 4 GB phones.

Remember, Microsoft got caught with its pants down when 4 GB became mainstream on the desktop. You pay for 4 GB, but you can only use 3 GB, or 3.3 GB or whatever it was.

Not to mention the driver hell that was XP-64 and Vista-64. Most stuff didn't even work right under those OS's. Not that consumers are loading drivers on a cell phone, but it illustrates the point that there is work involved in transitioning to 64 bit. And Apple is ahead of the industry in this regard.

RE: Bla, bla
By Argon18 on 10/9/13, Rating: -1
RE: Bla, bla
By ProtonBadger on 10/9/2013 2:50:01 PM , Rating: 3
I usually ignore kids using the words "wintards", "fandroids", "isheep", etc. because tech religion is silly and they all make good products, but anyway: Microsoft have been doing very badly in the smartphone market for more than ten years and never stopped putting resources into further development nonetheless. They are astonishingly stubborn. Let's see what a new CEO will do...

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