360° Coverage : Qualcomm Exec Calls Apple’s A7 Chip a Gimmick

Qualcomm Exec Calls Apple’s A7 Chip a Gimmick

Is Apple’s A7 Chip a Marketing Gimmick?

Oct 11 2013, 12:01am CDT | by

Qualcomm Exec Calls Apple’s A7 Chip a Gimmick
Photo Credit: Getty Images

Anand Chandrasekher is Qualcomm’s chief marketing officer and senior VP. As CNET reports, this exec took a bold move in an interview with IDG News Service by calling the 64-bit design of Apple’s A7 chip a “marketing gimmick”. According to Chandrasekher, consumers get no benefit from the chip being 64-bit.

This statement just might prove to be a bit too hasty, as a 64-bit design could be the future of Qualcomm’s Snapdragon chip. To justify his statement, Chandrasekher stated the well-known industry truth that the majority of smartphones, including Apple’s own iPhone 5S comes only with either 1GB of memory, or 2GB. The 64-bit design would only be needed to accommodate memory greater than 4GB.

However, that’s a truth that might not withstand another year.

According to ARM, the need for 64-bit chips will soon be very great. This is the same company responsible for the chip designs of Nvidia and Samsung, as well as Apple and Qualcomm. ARM believes there will be strong demand for 64-bit ARM chips and that they will be included not only smartphones, but tablets as well. In fact, ARM’s head mobile strategist, James Bruce revealed that the smartphones and tablets which represent the higher-end of the market already are nearing that 4GB limit that would validate Apple’s 64-bit design of the A7 chip and put Chandrasekher’s mockery of it in proper perspective.

Apple’s move with its A7 chip just might be the step that even Android devices need to follow. It could happen in less than 12 months.  Peter Misek explained the situation quite well in a note that was sent to investors. He stated that the short term benefits of the A7 chip’s 64-bit feature might not be significant now, but could prove a long-term “game changer”.

 
 
 

<a href="/latest_stories/all/all/25" rel="author">Bijon Kumar Pramanik</a>
Bijon Kumar Pramanik is an experienced technology writer working since years in the consumer electronics field.

 

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