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Qualcomm backs away from 'marketing gimmick' comment about iPhone 5s' A7 chip

post #1 of 44
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Apple supplier Qualcomm has backed away from statements made by a senior executive that the 64-bit capabilities of the iPhone 5s' A7 processor are a "marketing gimmick."


image via iFixit


"The comments made by Anand Chandrasekher, Qualcomm CMO, about 64-bit computing were inaccurate," a Qualcomm spokesperson said in an email. "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."

Last week, Chandrasekher ? Qualcomm's senior vice president and chief marketing officer ? caused a stir by saying that iPhone 5s buyers would see little in the way of benefits from the device's 64-bit chip.

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

The Qualcomm executive's remarks raised eyebrows due partly to the fact that he also appeared to hint that Qualcomm ? supplier of the LTE chips used inside Apple's mobile devices ? would soon be coming out with its own 64-bit mobile processors. Such a development "just makes sense [from an engineering standpoint]," Chandrasekher said.

In its response, Qualcomm did not go into further detail on the benefits consumers could expect to see stemming from a move to 64-bit architectures in mobile devices. Chandrasekher last week said that the applications typically benefiting most from such processing power are large, server-class applications running on devices with 4GB of memory or more.

Apple, meanwhile, has maintained since introducing the iPhone 5s and the A7 that access to 64-bit architecture "almost always" results in apps running better.

"Among other architecture improvements," Apple claims, "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 Chandrasekher's comments, other mobile players are moving toward 64-bit processing as well. Google's Android platform is rumored to be going 64-bit at some point in the future. Also, Samsung quickly followed the A7's announcement by noting that its next generation of flagship devices will also have 64-bit processors.
post #2 of 44
Chandrasekher better update his resume. or maybe he needs to spend more time with his family.
post #3 of 44
As expected, the line was a purposeful lie and complete horse-shit, but it made headlines everywhere and no doubt many took it seriously.
post #4 of 44
Quote:
Originally Posted by Slurpy View Post

As expected, the line was a purposeful lie and complete horse-shit, but it made headlines everywhere and no doubt many took it seriously.

There was a a thread on AI today were some guy who claimed to have decades of knowledge claiming that 64-bit ARM was completely pointless if you don't have at least 4GB of RAM.
post #5 of 44
Perhaps the quality of the Qualcomm 64-bit processor is such that it is a gimmick. Apple designed a 64-bit A7 that functioned to give increased performance, while Qualcomm's won't.
post #6 of 44
Quote:
Originally Posted by akqies View Post


There was a a thread on AI today were some guy who claimed to have decades of knowledge claiming that 64-bit ARM was completely pointless if you don't have at least 4GB of RAM.

 

He's clueless.  Read hear for the reasons why he is dead wrong:

 

http://www.anandtech.com/show/7335/the-iphone-5s-review/4

http://www.realworldtech.com/arm64/

http://www.mikeash.com/pyblog/friday-qa-2013-09-27-arm64-and-you.html

 

There are many many reasons why 64 bit is huge and being able to address more than 4 gig of ram is the least of them.  When someone brings up the 4 gig argument it generally means they have no clue what there saying.

 

The people in the above links do.

post #7 of 44
How is that Qualcomm could have such an idiot as CMO?
post #8 of 44
Quote:
Originally Posted by FreeRange View Post

How is that Qualcomm could have such an idiot as CMO?

 

Heck look at Ballmer panning the iPhone when it came out.  He was an idiot then too.  Look what he has done since then for Microsoft.

LOL.

There are unfortunately a lot of executives at companies that really should be doing something else.

Funny thing is this guy Chandrasekher in the interview Panned the 64 bit move by Apple and then two sentences later said we are developing our own 64 bit chip too.  LOL. If its not worth it then why is qualcomm doing it too?  What a doofus. 

post #9 of 44

"Qualcomm backs away from 'marketing gimmick' comment about iPhone 5s' A7 chip"

Yeah no sh*t, a chip maker that will need to ship 64bit chips soon enough, CMO trash talking went brain dead, the dope.

post #10 of 44
Well, at least Qualcomm now knows that they have a jackass working for them, in a senior position.
post #11 of 44
Quote:
"Also, Samsung quickly followed the A7's announcement by noting that its next generation of flagship devices will also have 64-bit processors.

Samsung = "Me, too! Me, too!"

post #12 of 44

"Foot in Mouth for Dummies" by Anand Chandrasekher

 

"The Apple 64bit A7 mobile CPU is just a marketing gimmick. That's why Qualcomm is building one too"

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post #13 of 44
Advice to Qualcomm - fire him. For an SVP, this shows, at a minimum, a serious lack of judgement. At worse, a serious lack of expertise. My guess is it lies somewhere in the middle. Regardless, it puts the company in a very bad situation, especially if, as I suspect, 64 bit is core to your roadmap over the next three years

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post #14 of 44
The herd is following the leader...as always.

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post #15 of 44
Ha ha. Bad mouth one of your biggest customers' products. How could a Chief Marketing Officer be that clueless about maintaining good relations with their major customers?

The CEO probably got a short, terse late night phone call from Mistah Cook.
post #16 of 44

I love how they say the ecosystem is already heading to 64-bit... now that Apple has lead the way. What a bunch of losers.

post #17 of 44
Qualcomm is doing damage control because they're probably planning the 64-bit chip transition themselves in the future, and they would want their own CMO's words to come back to haunt them.

The timing of Chandrasekhar's statements and the fact that it's aimed at Apple puts it squarely in the "Fandroids spreading FUD about A7" category.

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post #18 of 44
Quote:
Originally Posted by jkichline View Post

I love how they say the ecosystem is already heading to 64-bit... now that Apple has lead the way. What a bunch of losers.

Remember when the iPad was stupid and pointless and now those same people are saying that Android tablets are better and faster despite all evidence to the contrary?
post #19 of 44

Don't Spokespersons work for the marketing department?

So one of the CMO's subordinates has the job of remarketing the horrible marketing that the CMO creates when he ejaculates his wisdom?

That just sucks

post #20 of 44
Quote:
Originally Posted by Napoleon_PhoneApart View Post
 

Samsung = "Me, too! Me, too!"

 

I think Samsung was surprised by Apple's 64bit A7 even though they were working on it. Apple could have been sampling the A7 while at the same time putting in large orders for the A6 (to power the 5c and maybe iPad Mini 2). Processors take a long time to develop so Samsung could have just assumed Apple was sticking with the A6 (because of the orders) and simply testing out the A7 while they redo iOS 7/8 for 64bit support.

 

Then maybe a couple months before the iPhone 5s was announced Apple suddenly asked Samsung to mass produce the A7 indicating it was ready for prime time.

post #21 of 44

It was said here that his comment was clueless and contradictory — the question is how did it take so long to issue a retraction.

 

Bad-mouthing Apple has become the go-to response from the tech media.

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post #22 of 44
For years Anand Chandrasekher has been reported as having a chip on his shoulders.

Shame it appears to be a 32 bit one.
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post #23 of 44
Is he the Chief Marketing Officer? I think that he needs a new brain.
post #24 of 44
Quote:
Originally Posted by AppleSince86 View Post

Well, at least Qualcomm now knows that they have a jackass working for them, in a senior position.

But that's what most senior executives are. That's typically how they get there, not by being intelligent and knowledgable. The ascend via opportunism and arrogance.
post #25 of 44

WOW - What a Climb Down - 

 

But it took ages for the retraction during which time  the original lies, libels and slander of this marketing idiot and much of the tech media about Apple's 64 bit A7 chip have dominated the headlines

 

This retraction will doubtless be a small, insignificant piece, tucked away on the "inside pages"  (or whatever is the Web equivalent) or ignored all together.

 

However, it is interesting how Apple's rivals seem to increasingly resort to lies to combat Apple's technical and other advantages.

 

   * Samsung, LG and HTC have all cheated their benchmark tests to lie about their device performances.

 

    * Google Chairman Schmidt makes an incredible, straight faced lie about how Android is more secure than the iPhone - which made the audience laugh in derision.

 

   * All Apple's Android competitors and even Microsoft and Amazon all refuse to issue actual sales numbers of their devices and instead rely on fantasy "shipping" number  estimates dreamed up by IT "Analysts" like STrategy Analatics, who act like PR outfits for their paymasters.

 

However the GOOD NEWS is that Apple's rivals seem to feel that they must resort to lying becuase they have no answer to Apple's technological advantages and the exceptionally high user satisfaction, brand loyalty, retention rates, trade-in values and the largest and highest quality ecosystem.


Edited by Secular Investor - 10/8/13 at 9:54pm
post #26 of 44
Quote:
Originally Posted by GTR View Post

For years Anand Chandrasekher has been reported as having a chip on his shoulders.

Shame it appears to be a 32 bit one.
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post #27 of 44
Why ist he still working for Qualcom? May be he should start his own consulting business to tell the world, 32 BIT technology coming from yesterday is the best solution for the future?

Somebody with such an awesome intelligent and bright brain should start his own business (ironic)
post #28 of 44

you guys know  Anand's background right?  He was previously responsible for the Intel Ultra Mobility group to push Atom based SoC into smartphones and tablets.  Intel's justification for using Atom vs ARM for mobile under his stewardship was "high performance and IA32 code reuse in a smart phone/tablet".   This argument failed to win over customers and ultimate he got canned for failing to grow the business in mobile while ARM growth continued to take off.  I find it a bit hypocritical to preach to Apple about gimmicks.


Edited by snova - 10/8/13 at 11:40pm
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post #29 of 44
Quote:
Originally Posted by FreeRange View Post

How is that Qualcomm could have such an idiot as CMO?

Before this guy came out of hiding with a changed name, he was better know as Bagdad Bob...
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post #30 of 44

This clown is still listed as CMO at Qualcomm.  Not for much longer I suspect.

This is lifted from his LinkedIn profile.  What a laugh:

 

"Proven results oriented leader with a track record for delivering innovation into the market; building large global businesses; and, building strong and vibrant teams across geographic boundaries.
Specialties:Delivering results in fast growth, competitive markets. Building and nurturing highly functioning teams. Strategic analysis and decision making. Broad experience across complete range of functions inclusive of engineering, marketing, branding, sales, general management and M&A."

post #31 of 44
Quote:
Originally Posted by EricTheHalfBee View Post
 

 

I think Samsung was surprised by Apple's 64bit A7 even though they were working on it. Apple could have been sampling the A7 while at the same time putting in large orders for the A6 (to power the 5c and maybe iPad Mini 2). Processors take a long time to develop so Samsung could have just assumed Apple was sticking with the A6 (because of the orders) and simply testing out the A7 while they redo iOS 7/8 for 64bit support.

 

Then maybe a couple months before the iPhone 5s was announced Apple suddenly asked Samsung to mass produce the A7 indicating it was ready for prime time.

 

I think they were surprised because they knew so little about what they were making that the fact that A7 is 64-bit was news to them.

then they hurry up and say the next s-phone(read tablet) will have 64 bit processor.

post #32 of 44

Sterling Cooper Draper Pryce services needed at Qualcomm! Pronto! 

post #33 of 44

Most CMO and CEO's are not engineers and are not technical at all.  Many Apple competitors are drinking their own Cool-aid and convinced themselves that Apple is only a marketing company.

 

Really the "A7 64-bit is only a marketing gimmick" was no more than a reflex comment without further technical investigation.

 

Heck, we did not know A7 was not a "marketing gimmick" until someone actually ran benchmarks on iPhone 5s.

 

Be nice, these CMO's jobs are hard going against Apple.

post #34 of 44
Quote:
Originally Posted by Alfiejr View Post

Chandrasekher better update his resume. or maybe he needs to spend more time with his family.

He can at least be safe in the knowledge that he has been added to the list of those who made dumb anti Apple statements that will live on in history. There should be annual awards, perhaps 'The Dell Award' for the stupidest and most hilariously wrong, disparaging statements made about Apple.
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post #35 of 44
Quote:
Originally Posted by GTR View Post

For years Anand Chandrasekher has been reported as having a chip on his shoulders.

Shame it appears to be a 32 bit one.

Good one.
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post #36 of 44
Quote:
Originally Posted by akqies View Post

There was a a thread on AI today were some guy who claimed to have decades of knowledge claiming that 64-bit ARM was completely pointless if you don't have at least 4GB of RAM.

Love the posts like that. Of course decades ago he was hard at work testing 64 bit ARM technology hence his ability to say this. :LOL

Reminds me of KDarling that says in every other post he worked for the last 30 years on advanced touch interfaces ... so was qualified to criticize Apple at every turn. I always wonder how come he didn't simply beat Apple to it, being so smart and all ... 1oyvey.gif
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post #37 of 44
Quote:
Originally Posted by GTR View Post

For years Anand Chandrasekher has been reported as having a chip on his shoulders.

Shame it appears to be a 32 bit one.

 

The first line made me laugh pretty hard; the second line ruined it. Less is more, my friend.

post #38 of 44
Chandrasekhur: "My butt hurts!"
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post #39 of 44
As it was originally state when the guy made his statement, he would be bitched slapped by the company for making a comment about one his companies best customer. Ad him to a long list of people before him tho made statements like this against Apple only to have to retract his statements. Obviously he was not man enough to do it on his one so the company did it for him.
post #40 of 44

What Anand Chandrasekher said was wrong and dumb.

 

But people are acting as if he is the first to put his foot in his mouth. There is nothing to see here. Move on.

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