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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I think the NSA has a job to do and we need the NSA. But as (physicist) Robert Oppenheimer said, “When you see something that is technically sweet, you go ahead and do it and argue about what to do about it only after you’ve had your technical success. That is the way it was with the atomic bomb.”

— Phil Zimmerman, PGP inventor and Silent Circle co-founder, in an interview with Om Malik