QUALCOMM DOESN'T WANT YOU to call its processors, er, processors anymore, and is instead asking for Snapdragon to be referred to as a "platform".
Starting today, Qualcomm is asking for journalists (nope) and tech fans alike to refer to its mobile processors the "Snapdragon Mobile Platform."
Yep, it's switching the word "processor" for "platform", one of the most overused terms in the tech industry today. Everything is a platform, from Microsoft's Windows operating system to Facebook to, er, Google's VR thingy.
Still, Qualcomm has its reasons, saying in a blog post: "Processor is a word that Qualcomm Technologies has embraced over the years with our Snapdragon brand, or as we say — our Qualcomm Snapdragon processor.
"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."
Qualcomm goes on to explain that the word "processor" isn't adequate enough to describe Snapdragon. It says that while the single processor form factor is truly a system-on-a-chip (SoC), housing custom technology like an integrated modem, CPU, GPU, and DSP, there's also a lot going on outside the chip, including its Quick Charge technology, WiFi connectivity and fingerprint tech.
"With the Snapdragon mobile platform we can now articulate the value that we provide to a device manufacturer — from developing algorithms for great pictures and videos, to making sure that the battery is long lasting," Qualcomm continued.
"More importantly, the word 'platform' will be used to explain the combined key user experiences — camera, connectivity, battery life, security, immersion — that these essential technologies are designed to deliver. And these experiences are not just for smartphones anym ore, but are applicable across verticals such as automotive, IoT, and mobile PCs."
As well as this pointless rebrand, Qualcomm has also announced that entry-level Snapdragon 200 series processors will be dropping the Snapdragon name altogether. Instead, they'll be called Qualcomm Mobile Platform from here on out.
But we probably won't see it until next year
Why stick a finger in a dyke when you can ram the entire boy in the hole, eh?
Reminds us that we're supposed to be able to trust them
'Exclusive' model starts shipping on 29 June