Apple A7 Processor

Qualcomm might be a little sour that Apple has been making headlines with the 64-bit A7 processor in its iPhone 5s The company's chief marketing officer Anand Chandrasekher recently sat down for an interview with Techworld in which he provided some choice words for Apple's A7 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." Perhaps he has a point, since consumers can't really do anything with the 64-bit aspect just yet, but developers can take advantage of the chip and start creating apps for the platform down the road, and that's what seems important to us right now.

"A benefit of 64-bit is more memory addressability, but that is not relevant in today's smartphones or tablets," the executive added. " The iPhone 5s has only 1GB of DRAM. 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."

Qualcomm has its own set of super powerful processors right now, including the impressive Snapdragon 800 processor that's in the LG G2, Galaxy Note 3 and other phones. We think Apple probably added the 64-bit support for a reason, and most consumers probably don't care about 64-bit support, which means that it really isn't a marketing play.