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  • Qualcomm Backs Away from Statements Regarding the A7 Chip Being a “Marketing Gimmick"


    Apple’s supplier, Qualcomm recently backed away from statements made by a senior executive that the 64-bit capabilities of the iPhone 5S’ A7 processor are a “marketing gimmick.” A Qualcomm spokesperson said the following in an email:

    The comments made by Anand Chandrasekher, Qualcomm CMO, about 64-bit computing were inaccurate. 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.
    For those of you who didn’t know, last week Qualcomm’s senior vice president and chief marketing officer, Anand Chandrasekher, caused a stir by saying that iPhone 5S buyers would see little in the way of benefits from the device’s 64-bit chip. He had said the following:

    I know there's a lot of noise because Apple did [64-bit] on their A7. I think they are doing a marketing gimmick. There's zero benefit a consumer gets from that.
    The Qualcomm executive’s remarks caused many to raise their eyebrows as he also hinted towards Qualcomm, the supplier of the LTE chips used inside Apple’s mobile devices, to soon come out with its own 64-bit mobile processors. According to him, such a development “just makes sense [from an engineering standpoint].” Qualcomm didn’t go into further detail on the benefits consumers could expect to see stemming from a move to 64-bit architecture in mobile devices. According to Chandrasekher, the applications typically benefitting from such processing power are large, server-class applications running on devices with 4 GB of memory or more.

    Meanwhile, the Cupertino California company has maintained since introducing the iPhone 5S and the A7 processor that access to the 64-bit architecture “almost always” results in apps running better. Apple claims the following:

    Among other architecture improvements, a 64-bit ARM processor includes twice as many integer and floating-point registers as earlier processors do. As a result, 64-bit apps can work with more data at once for improved performance.

    Apps that extensively use 64-bit integer math or custom NEON operations see even larger performance gains. In a 64-bit process, pointers are 64 bits and some integer types, once 32 bits, are now 64 bits.
    Despite the comments made, many companies in the mobile industry seem to be moving toward a 64-bit processor as well. Google’s Android platform is rumored to go to the 64-bit route along with Samsung in their next-gen smartphones.

    Source: Qualcomm via Macworld
    This article was originally published in forum thread: Qualcomm Backs Away from Statements Regarding the A7 Chip Being a “Marketing Gimmick" started by Akshay Masand View original post
    Comments 21 Comments
    1. politicalslug's Avatar
      politicalslug -
      Quote Originally Posted by feidhlim1986 View Post
      Right now an iPhone with a 64bit CPU is nothing more than a marketing gimmick. iOS 7 is not a 64 bit Operating System and the iPhone does not have, nor can take advantage of, more than 4GB of RAM.
      More pointless marketing to add to the likes of Thunderbolt. What good is having the potential of 10Gbps transfer speeds if the HDD/SSD attached can only manage a few hundred Mbps...
      Wrong. iOS 7 is a 64bit OS. Developers can compiler their apps NOW and submit them in 64 and 32 bit versions to the AppStore, one version for the 5S and one version for all 32bit hardware.