Qualcomm Withdraws Previous Statements About Apple's 64-Bit Chip Being "Marketing Gimmick"
October 9, 2013 8:13 AM
comment(s) - last by
A spokesperson said the statements were "inaccurate"
suddenly has an about-face regarding
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
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
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.
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RE: Flogging a dead horse
10/9/2013 1:43:24 PM
You are correct. ARMv8 ISA is the 64 bit ARM architecture.
Qualcomm, Marvell have for a while licensed the architecture and released their own ISA compatible chips with them.
Since the Scorpion core days, QC has been a ISA licensee rather than a core licensee. Of course occasionally they have some SOCs pop up as a core license like their S4 Play series of 2012 which contained dual Cortex A5 core bases SOC.
Till the A6 CPU family aka "Swift" Apple was a core-licensee with ARM. Since then they became a ISA licensee and putting their own cores like QCOM.
A7 is their chip that is 64bit capable running ARMV8 ISA.
Invariably QC will have their 64 bit ready chips soon. So Anand's bad mouthing would make their talking points harder :D
Samsung, AMD, MediaTek, TI etc will be the ARM A57/A53 core-licensees.
"Google fired a shot heard 'round the world, and now a second American company has answered the call to defend the rights of the Chinese people." -- Rep. Christopher H. Smith (R-N.J.)
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