Qualcomm says Apple’s 64-bit A7 chip is a ‘marketing gimmick’, confirms it’s also planning a 64-bit chip

Qualcomm says Apple’s 64-bit A7 chip is a ‘marketing gimmick’, confirms it’s also planning a 64-bit chipI’ll be the first to admit that some conversations go way over my simple head, such as the discussion that followed the launch of Apple’s 64-bit A7 processor. This: “A64 allows 32 bit VMs to operate within a 64 bit hypervisor.” What? I do, however, understand "willy-waving" (hee hee).

That's pretty much what Qualcomm is saying too, describing Apple's 64-bit claims as nothing more than a “marketing gimmick”, while in the same breath confirming that it’s planning a 64-bit processor as well. Brilliant.

We’re perusing words from the mouth of Anand Chandrasekher, Qualcomm’s senior vice president and chief marketing officer, ably typed up by the guys at Techworld.

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

Indeed, the marketing guys proudly proclaim that the iPhone 5S is the “first 64-bit smartphone in the world”, boasting “desktop-class architecture in a super-slim phone”, though we’re not given any real-world indication of what that means for Joe Average. Does the iPhone 5S really need a 64-bit processor?

Not according to Chandrasekher. He says one of the benefits is memory addressability beyond 4GB, while the iPhone 5S has just 1GB of DRAM.

But having said all that, Qualcomm will of course produce a 64-bit chip of its own. Chandrasekher explains: “From an engineering efficiency standpoint it just makes sense to go do that. Particularly the OS guys will want it at some point in time.”

Read more about: Apple iPhone 5s

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9 comments

JanSt / MOD  Oct. 2, 2013 at 14:11

Well, the consumer may well benefit down the line - what better source of R&D than 10s of millions of devices in the wild? Where does it go? Who knows.
Convergence of iOS and Mac OS (light?!?)...

If Apple wanted to "willy wave" , surely something that 99.99% of the population do not understand while the Apple haters "debunk" it ... well, stupid willy wavers.


The first smartphones - long before Android and Apple - got wifi tethering at a time when pretty much nobody got any kind of meaningful affordable data. NFC was rushed to early adopters before any everyday use... etc etc

barrybarryk  Oct. 2, 2013 at 14:43

If Apple wanted to "willy wave" , surely something that 99.99% of the population do not understand while the Apple haters "debunk" it ... well, stupid willy wavers.
Um yeah they named a new USB cable "Lightning" and a hybrid SSD "Fusion" (with the cheek to somehow call it new tech as well). You may not have noticed but it's a technique Apple use alot.

The first smartphones - long before Android and Apple - got wifi tethering at a time when pretty much nobody got any kind of meaningful affordable data. NFC was rushed to early adopters before any everyday use... etc etc
Well yeah 64-bit is just a logical progression. It'll be widespread soon enough given how quickly iteration is possible on phones and tablets (especially compared to PCs) but it's something everyone has been working on for years and they will continue to work on it for years while the software is optimised. It has nothing to do with being "desktop-class" (especially when x86 phones actually exist) or any of that BS but it will benefit mobile users even though most won't even notice it.

JanSt / MOD  Oct. 2, 2013 at 15:39

See your point re the lightening cable... but what do you expect a corporation to do? Call it the Overpriced and Highly Devisive Flex? The Non-Micro-USB? Had to call it something.
We can go into "wireless" charging... where the charger needs a wire and has all sorts of wire inside... We live in a bullsh*t world. We have complex language for one reason, and one only: manipulation. Convince a potential mate we're "the one"... Underlies all communication, and nowhere more so than in PR.

barrybarryk  Oct. 2, 2013 at 15:47

Well I do understand we have a complex language and live in a world of PR **** but Apple are pretty much kings of the "mountain out of a molehill" PR strategy, and it's not exactly uncommon for them. People can, and frequently do, call them on their BS, 'it's just the world we live in' doesn't mean they're above criticism

JanSt / MOD  Oct. 2, 2013 at 19:16

Absolutely agree! Jobs - whatever else he was - was extremely offensive at time. But hey, he's a genius... Nah, bull!
And dressing up your geekstore staff as if they are getting ready for a cult's christmas party doesn't quite work for me.
If you got the impression I'm an Apple fan, I can correct you... I hate the tescofication of this world.
I hate a lot of what they do. Sometimes I like to use some of their stuff because at that time it works for me. Oh, and I'm really scared of Eric Schmidt. Chilled. To the bone. He deserves a nemesis. No matter how fake. :p

Rubisco  Oct. 3, 2013 at 05:49

Do the math

JanSt / MOD  Oct. 3, 2013 at 09:15

Do the math that a dance?

Rubisco  Oct. 3, 2013 at 17:22

Do the math that a dance? No, it was the marketing slogan of the Atari Jaguar, which prided itself in its 64-bit credentials but in practice was less powerful than its rivals.

A bit obscure I'll admit X)

JanSt / MOD  Oct. 3, 2013 at 17:38

Ah, right.
I admit: some things oughta remain within expert circles. As with the fiddled benchmark results, this 64bit stuff would make alien observers believe humanity is some sort of pedantic geek race with sneaky tendencies.
We are at a stage where most £100 phones can do 98% of all the stuff that £600 phones can do.
Manufacturers, networks, PR pigs, bloggers and journalists are out of material - so obscure things that mean nothing to Joe ordinary - and mean little in real usage - get talked up.

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