Qualcomm headquarters 001

Qualcomm’s marketing chief has been reassigned after dismissing Apple’s new 64-bit A7 processor as a ‘marketing gimmick.’ The chipmaker’s former Chief Marketing Officer has also been removed from Qualcomm’s leadership page. Instead, Anand Chandrasekher was put in charge of a broadly-worded “exploration of certain enterprise related initiatives.

Earlier this month, Chandrasekher called the 64-bit A7 processor “a marketing gimmick” with zero consumer benefit. The A7 now powers Apple’s new iPhone 5s and iPad Air. The comment forced Qualcomm to publicly rebuke its marketing head for essentially denying reality…

“Anand Chandrasekher, is moving to a new role leading our exploration of certain enterprise related initiatives,” Qualcomm told CNET Friday.

Ouch!

Although he will continue to report to Steve Mollenkopf, Qualcomm’s Chief Operating Officer and President, the company removed Chandrasekher’s name from its website listing corporate leaders.

The reassignment follows his ill-worded comment in early October about the A7:

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

The comment took Qualcomm leadership by surprise, given both Apple and Samsung are fully committed to the 64-bit ARM architecture.

iPad Air A7

The “gimmick” comment made it appear Qualcomm’s left hand didn’t know what the right hand was doing – or at least had not read the same memo.

Qualcomm later responded:

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.

In other words, our bad, Apple.

iPad Air Facetime

In the meantime, Apple continues to highlight the benefits of having a true 64-bit, desktop-class chip in mobile devices.

Here’s an excerpt from the iPad Air web page:

The A7 chip takes iPad to new heights of power and speed. Thanks to the A7 chip, apps run faster. Games are more responsive. And everything you do with iPad Air feels quicker, because it is quicker. Up to twice as quick, in fact. But that’s just the beginning.

It also supports OpenGL ES version 3.0, enabling detailed graphics and visual effects once possible only on desktop computers and game consoles. And the A7 chip features 64-bit architecture, opening the door for even more robust and powerful apps. Which means even more possibilities for what you can do with iPad Air.

Putting its money where its mouth is, Apple has refreshed the iLife and iWork suite of apps for both iOS 7 and OS X Mavericks with full 64-bit support.

The Qualcomm executive’s comment was made worse by the fact that his company has been a trusted Apple supplier for years. After all, the iPhone 5c retained the Qualcomm processor used in last year’s iPhone 5.

Not only that, but along with Apple and Samsung, Qualcomm also uses chips based on UK-based ARM’s CPU blueprints . In effect, Chandrasekher’s comments threw doubt on Qualcomm’s own products, prompting the chip maker to get their former marketing head out of the spotlight.

  • jack

    damn indians

    • Yawn

      Please kill yourself and yes I really do mean it. Scum like you always crawl out of the woodwork as an excuse to spout your racism. Grab a knife and kindly slit your throat. The world will be a tiny tiny bit better if you permenantly stop breathing.

      • jack

        haters be hating

      • David Villamizar

        I love to hate!

      • mrloko

        Shut up fumb as s.. Because of one guy who is not even living in india..you are saying this to all the citizens ? Shame on you

  • Joseph Thebigragu Plaza

    The dude said “I THINK their doing a marketing gimmick.” Guess you can’t even voice your opinion in America anymore without people jumping all over you to be right and correct you.

    • Nate McKelvie

      It would be one thing if he had just “voiced his opinion” but when you make a public statement like this, and your own company is developing their own 64 bit processor, it makes your COMPANY look bad. He might as well have said “64 but is just a marketing gimmick, and we’re going to use this markets gimmick as we are currently developing our own 64 bit chip” how could they not change his position? If they hadn’t, no one would trust that their 64 bit chip actually does anything when they release it

      • Joseph Thebigragu Plaza

        I get why and all. It’s just brutal that this is what it’s come to. He’s a marketing guy; you can make arguments that he should know more because he markets the stuff, but you could also say that he doesn’t know as much because he’s not a tech guy. Either way, people will know that there is usefulness to the 64bit chip because of all the buzz in the news about it. It’s more that they would do that over an opinion, when the company could just come out and say that his statement was purely opinion as he sated before he said it

      • Jeff Maxwell

        You can’t be serious. Do you really think the world works this way? He was the marketing chief of the company. When he spoke, he was representing Qualcomm. He can have all the opinions he wants about politics or social issues but the moment he went on the record about a technology issue, his opinion represented the company’s position. Saying “it’s just and opinion” doesn’t mean squat. He was getting paid big bucks to market Qualcomm and stick to the party line because that was his job.

        So, no…he can’t have a personal opinion about something like this. Actually, he can say whatever he wants and the company leadership is within their rights to fire him if it reflects badly on the company.

      • Joseph Thebigragu Plaza

        Never said it works that way. I’m saying that it sucks that that’s how it goes just for voicing your opinion, kind of like how your nailing me to the cross here for mine on the situation.

      • Nate McKelvie

        Umm did you even read what I said? I said the exact same thing you did?

      • Jeff Maxwell

        Well we certainly wouldn’t want the internet getting all cluttered with comparable inputs. That would just be crazy.

      • Nate McKelvie

        What do you mean comparable inputs? You asked how I could be serious and then said the same thing I was saying. I don’t understand your comment.

      • Jeff Maxwell

        I inadvertently put my original comment in reply to yours. My mistake. But it seems pretty obvious that I was responding to the same comment as you (hence the similar replies).
        Apologies for my part in that confusion but it doesn’t take much leap of logic to figure out my intent.

        Of course the original comment that sparked this has since been deleted after he whined about getting jumped on for his “opinion”. He apparently holds opinions as sacred and exempt from criticism.

  • RarestName

    How is Apple marketing the 64-bit chip? I mean, it’s listed on their website, but they aren’t exactly lying about the A7 being 64-bit.

    Most of the hype comes from people complaining about the 64-bit A7 chip being a hype.

  • Huntz

    Don’t shit where you eat.

  • S2k03

    Bunch of haters since they didn’t come out with it first

    • Nate McKelvie

      How exactly are they “a bunch of haters?” It was one guy’s statement, and they demoted him for saying it. Sounds like 1 guy was hating and his company didn’t feel the same way and put him in a new position

      • jack

        Top execs answers for the company

      • Nate McKelvie

        Obviously he didn’t answer for the company or he would still have his position

      • jack

        or the company was with him during the time of his statement then when things went south they had to do some damage control

      • Nate McKelvie

        I’ll give you that one. It’s definitely a possibility!

  • Congrats to Qualcomm.

    • Maxim∑

      CMO….

      • Right. My bad. Used to write CEO all the time.

  • felixtaf

    Only Ballmer can getaway with a foolish public statement… Not everyone!

    • Σαλαη αββας

      Like when he said what ?!

      • felixtaf

        His comments about iPhone and iPad.
        He said iPhone has no keyboard, so its not a good email machine. He laughed at iphone n ipad. No what they r doing?

      • AMB_07

        That comment was about the original iPhone not the iPad. And microsoft wasnt in the same position as qualcom (who does crucial business with Apple) so he can get away with it.

        He’s responsible for the surface so i doubt he hated the ipad.

      • Taf Khan
  • Ecko Vas

    About time

  • Taf Khan

    No big surprise.. .
    Everything he said contradicted what Qualcomm is now trying to do… As in catch up to apple by creating its own 64bit CPU.

  • Tom

    android needs 64 bit on phones

    • Taf Khan

      Samsung will be the first on Android in my opinion. How long will it take is a different matter.

    • Android needs everything powerful to run fast and smooth.
      Maybe a Octa-Core 64-bit processor, with 16Gb RAM, Dual GPU “SLI” like… will fix that problem.

    • Cyber Jethro

      All Android apps run in a virtual run-time. A simple update to the virtual machine will allow all apps to run in 64 bit without app developers having to update their apps.

  • mrgerbik

    overblown retardedness

  • batongxue

    Trash talk

  • Anon

    Veni Vidi Vicci
    They Came, they saw, They Conquered
    Good Job Apple

  • moofer

    Their wall of executives reminds me of Motorola. A bunch of white guys with a few women mixed in so they look like an equal opportunity employer.