A Qualcomm executive dissed Apple’s new 64-bit chip architecture, putting the San Diego company in a tough spot if it decides at some point to move to a 64-bit Snapdragon design. Here’s what Anand Chandrasekher, senior vice president and chief marketing officer at Qualcomm, said to the IDG News Service “I know there’s a lot of noise because Apple did [64-bit] on their A7. I think they are doing a marketing gimmick. There’s zero benefit a consumer gets from that.” He went on to repeat a well-known fact that a 64-bit architecture is necessary for addressing memory beyond 4GB but that most smartphones, like Apple’s iPhone 5S, only have 1GB or 2GB of memory. ARM, the company behind the chip designs from Qualcomm, Apple, Samsung, and Nvidia, believes that there will be a need for 64-bit ARM chips in future smartphones and tablets.