Apple A7 chip (Secure Enclave 001)

Earlier this month, Apple began running a magazine advertisement for its iPhone 5s with a byline reading “your finger is the password.” It briefly explained some of the benefits of Apple’s new Touch ID security system.

Well new iPhone 5s print ad has surfaced this week, this time highlighting Apple’s new 64-bit A7 processor. Similar to the previous spot, the ad features a large photo of the 5s and a byline: “Desktop Power. Pocket Size.”

Here’s the full ad courtesy of 9to5Mac:


“We do everything on our phones. That’s why the new A7 chip was designed to handle, well, anything. It puts 64-bit desktop architecture in your palm, a first for any smartphone. You get stunning, true-to-life graphics and up to 2x faster performance without sacrificing all-day battery life. The A7 chip. Only on iPhone 5s.”

Of note, Apple has taken some criticism over its 64-bit claim, with some folks calling it a “marketing gimmick.” Yes, those folks have since been reprimanded, but many users have wondered out loud what its real-life benefits are.

So I guess in that regard, this is an easy way for Apple to control the conversation, as the ad does a great job of explaining what the 64-bit A7 means for customers: faster performance, all-day battery life, the future of smartphones.

What do you think of the 5s ad?

  • Sandeep

    When is apple vll launch iphone5s in India

    • dokt00r

      1st november

  • Surreal boric

    All day battery life? Please

    • RarestName

      When compared to the iPhone 5.

      • Surreal boric

        Well no, all day battery life implies it should last a full day which it doesn’t.

      • RarestName

        I know. What they’re actually trying to say is that they aren’t sacrificing battery life when compared to the iPhone 5.

      • Rowan09

        I believe the all day battery life thing is only relevant for people that doesn’t really use their phones a lot. If I use my 5s on light usage, I will definitely get all day battery life.

      • David Villamizar

        Actually, its relevant for people who use their phones a lot, it’s annoying to have to keep yourself from using your phone just because battery is 20%.

      • Rowan09

        I meant to say when they give these results it’s based on a very specific condition and heavy usage is never the case.

  • Vijay Panjwani

    Apple, do you know what?
    You Are The Best! 🙂

  • Truffol

    It’s already deeply ingrained in everyone’s head that iPhone performances beat every other devices in all aspects. To a point where many people no longer care about / know the actual specs of the iPhone. The name A7 is already synonymous with performance in many’s books!

    • Rowan09

      Check the web it does very well against every flagship phone beating them out in almost every category with lesser specs.

  • Best phone i have ever used till now(apple)

  • TeChNoStyLeZ

    64 bit chip is only for marketing. Like on computers a 64 bit processor needs at least 4gb of ram which the 5s doesn’t have. ( I’m still a fan of the 5s and I love it ). Other devices with 4 or even 8 cores clocked at over 2 ghz in most cases dont make use of it too. High tech specs are in most cases there to impress users. I think it will take some time untill we see mobile phones that have 64 bit architecture chips and make use of it because 4gb of ram need a BIG battery.

    • Umut Bilgiç

      I couldnt agree more. 64 bit != omg my phone is faster. Addresses more ram and registers, stores detailed info about various data-types, does efficienter memory-mapping. Thats it.

    • appleyay

      S ijs faster but many folks wont see it in the way they use their phones..

  • TinTonB

    Always on Siri running off the M7 Co processor. I wish they had done that.

  • appleyay

    fact is iphone 5 was fast enough already for what can be done on that small screen BUTU for mirroring and streaming games and movies to VD TVs the %s is much better with smoother frame rates and better graphics zoo.. its up to you .. i don’t buy any new IOS divice until the jailbreak is out

  • J M

    I find most of apple’s ads relatively boring. I get the “elegance and style” approach they are going for I suppose, I don’t feel any connection to them though. I go “ooo, fancy and sleek” and then keep on walking.

  • Tech Guru

    what of the 4GB of ram?

  • Taf Khan

    The print add does look a little bit boring..

    Maybe Apple should get Usain Bolt holding the iPhone 5s instead of placing it on a white background…