Outclassed, 32-bit antique dealer Qualcomm calls Apple’s 64-bit A7 chip a ‘marketing gimmick’

“Apple’s 64-bit A7 processor in the iPhone 5s is more a marketing stunt than a technical enhancement and though it will not deliver any immediate benefits to smartphone users, there are other reasons to move to 64-bit, a Qualcomm executive said on Tuesday,” Agam Shah reports for 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.'”

“‘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, who previously ran Intel’s mobile platforms group,” Shah reports. “The 5s is the first smartphone with a 64-bit chip, and almost a year ahead of its Android smartphone rivals… Apple claims the iPhone 5s is two times faster than its predecessor, and that the A7 brings desktop-style computing to the smartphone.”

Apple A7

 
“Qualcomm is the one of the world’s top suppliers of chips for smartphones and tablets, and its Snapdragon chips are used in Android and Windows Phone smartphones,” Shah reports. “The chip maker ultimately will deliver a 64-bit mobile chip, but sees the move as more beneficial from engineering, chip design and OSes standpoints. ‘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,’ said Chandrasekher, who declined to say when the its 64-bit chip would be introduced.”

Read more in the full article here.

MacDailyNews Take: Desperate, outright lies from a sales guy who doesn’t have anything to offer when massively outclassed by Apple.

Sounds very familiar.

Oh, to have been a fly on the wall at Qualcomm, Microsoft, Intel, Samsung, et al. the day Apple unveiled the 64-bit A7-powered iPhone 5s! Enjoy the bottom of the barrel, 32-bit antique dealers!

iPhone 5s is the world’s first and only 64-bit smartphone. It exists for much more than being able to address over 4GB of RAM. Please see related articles below for more information.

Related articles:
Apple takes the high-end with their 64-bit A7; leaves rivals to scrap for survival in low-end – October 2, 2013
Apple’s 64-bit A7 is no gimmick: New iPhone 5s offers major performance leap – September 25, 2013
Ars Technica: Apple’s Touch ID and 64-bit A7 are deceptively large advances in the iPhone’s evolution – September 24, 2013
Apple iPhone 5s reviews are universally positive, many crown iPhone 5s the best smartphone – September 19, 2013
Engadget reviews Apple iPhone 5c: A breath of fresh air that will be wildly popular this holiday season – September 18, 2013
Apple’s 64-bit iPhone 5s is by far the fastest smartphone in the world – September 18, 2013
John Gruber reviews Apple iPhone 5s: ‘This is what innovation, real innovation, looks like’ – September 18, 2013
AnandTech reviews iPhone 5s: Apple’s 64-bit A7 is seriously impressive – September 18, 2013
TechCrunch reviews Apple iPhone 5s: The best smartphone available – September 18, 2013
USA Today’s Baig reviews Apple iPhone 5s: ‘Makes the best smartphone even better’ – September 18, 2013
Mossberg reviews Apple iPhone 5s: ‘The best smartphone on the market’ – September 18, 2013

48 Comments

    1. Except it will most probably be useless innovation because
      1. Android won’t be 64-bit
      2. The apps won’t be 64-bit
      3. The OEMs and telcos will wait a couple years before they upgrade their proprietary UIs and crapware to 64 bit.

      1. Exactly! When the Athlon64 (AMD64) was released Intel make lots of claims for why 64bit wasn’t worth it, and then secretly rushed to release their own version.
        Apple clearly have a strategy and obviously spending time and money on the A7 wasn’t just for a marketing gimmick. Personally I don’t think we’ll see the breakthrough on the iPhone 5s with A7. I see the real innovation coming with the new iPad (5) and future products through software/app innovation and expansion of existing software. I am looking forward to seeing exactly what Apple has next in store, especially if their strategy includes desktops.

  1. “though it will not deliver any immediate benefits to smartphone users”

    Yeah, like 2x the speed. Any chip maker who just got slammed by the A7 would have to spout BS like this.

    1. … to users!
      That “2x the speed” is an upper limit. The lower limit is “NO increase in speed”.
      That little bit of negativity shared, in the year or so it takes them to duplicate the 64-bit feat, a lot more will be taking advantage of that feature – and running 2x as fast. The folks who are buying the 5s now, mostly for the bragging rights or improved camera, will actually be benefitting from their choice.
      And THEN the 64-bit 3rd-party apps for Android will start being released. 9 months after the iPhone apps started ramping up. Far behind the curve.

      1. Bullshit! First he says:

        “‘Predominantly… you need it for memory addressability beyond 4GB. That’s it. You don’t really need it for performance…”

        Then he flip-flops and says:

        “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.”

        Maybe he missed the fact that at the same time Apple delivered a brand new OS optimized for 64 bit. His “some point in time” is NOW for Apple. It’s years away for Android, if ever.

        1. Virtually every statement he makes, he quickly counters with something exactly the opposite. That’s the true sign of a company caught with its pants down and no idea how it can competitively respond, so the PR spin bin goes into high gear.

        2. … @Bizlaw are saying the same thing. And neither of you are contradicting what I said.
          Sure … iOS 7 is the first software available optimized for 64 bit. But, even THAT doesn’t REQUIRE it.
          As you said, supporting MY comment, “It’s years away for Android”. Sounds like my “Far behind the curve”, yes?

          1. That “2x the speed” is an upper limit. The lower limit is “NO increase in speed”.

            That’s what I was talking about. If the operating system is built for it, 64 bit computing is faster, period – more data transferred with each flop.

  2. Another marketing guy (like Ballmer), in over his head. After numerous people have explained the technical side benefits and after there have demonstrable benefits, this guy spouts this BS. It is quite apparent that Apple caught just about everyone by surprise with the A7 and now they are all stuttering nonsense to justify their ineptness. It would be better if they shut up than show their ignorance.

    1. This appears to he Apple’s new secrecy plan — let the leaks on form, screen, camera, colors, etc. get out slowly. Those are the things competitors can copy pretty quickly anyway. But lock away the truly important upgrades, like the A7 and 64-bit OS, the things that take a long time to copy and implement well and give Apple a long-term advantage.

  3. I think they’re just blowing steam to try and cover up the real benefit the A7 possesses; the ARMv8 instruction set, this is where the real gains in efficiency and power come from. While 64-bit’ness does allow for a larger addressable range, Apple was much more interested the advantages of the ARMv8 ISA. Which is, in fact, the next generation of the ARM architecture.

    So during a time when Apple decided to move forward and create something new, everyone else just kept stacking and bolting what was available. Now they’re all trying to save face because a “toy” company just kicked their dicks in the dirt.

    Apple should’ve never sold off their portion of ARM, could you imagine them dragging Samsung into court for ARM based IP? LOL

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