Take note, tech writers: as of this morning, Qualcomm’s Snapdragon processors are no longer processors. Henceforth, the company would like you to refer to..
Take note, tech writers: as of this morning, Qualcomm’s Snapdragon processors are no longer processors. Henceforth, the company would like you to refer to Snapdragon as a “platform.” In a post this morning , the San Diego-based chip – sorry processor – maker has detailed why it’s replaced one p-word with another. And why it thinks you ought to, too.
“[Processor] is a word that Qualcomm Technologies has embraced over the years with our Snapdragon brand, or as we say — our Qualcomm Snapdragon processor,” the company writes in a post, dropping a couple of hard Ps to prove a point. “But the word is an inadequate representation of what the technology actually is, and the solutions that tens of thousands of Qualcomm Technologies innovators have worked on.”
The piece goes on to explain that “processor” simply isn’t adequate to describe Snapdragon. And it’s true that the component company is doing a lot to shift with the times, working to cram more into its products, as it embraces AR and CR and drones and adds quick charging and biometrics to its products. But more than anything, the sentiment seems to prove that branding is hard – particularly if you make the stuff that’s inside the stuff that people buy.
