Ina Fried

Recent Posts by Ina Fried

Qualcomm’s Latest Chip Is Like Butter — Butter That Doesn’t Melt (Video)

When thinking about how to promote their latest chip and its ability to stay cool, the Qualcomm folks thought about the standard methods, such as charts showing thermal efficiency under various conditions.

Blah, blah, blah. Even they were bored with the idea.

I mean, really. How can you be the coolest kid on the block with a dorky video?

Then they came up with a better idea — a video showing how rival chips melt butter, while the Snapdragon S4 stays cool.

In an interview, Qualcomm’s Rob Chandhok said the company considered all kinds of substances, from chocolate to wax, before settling on butter.

“Everyone thinks we should have used an egg,” Chandhok said. However, he said, there wouldn’t have been quite enough sizzle.


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