Qualcomm has revamped its chip naming convention for flagship smartphones, unveiling the Snapdragon 8 Elite on Monday (21) instead of the expected Snapdragon 8 Gen 4. This shift in nomenclature comes just three years after the last major update. The journalist spoke with Don McGuire, Qualcomm’s global marketing leader to understand the reasoning behind this change.
According to McGuire, the move to the “Elite” designation was driven by the need for a more consistent naming system across various product categories, including mobile devices, computers, and automotive applications. This new approach aims to unify Qualcomm’s branding and improve clarity for consumers across different technology sectors.
“We decided that Elite would be a new category within the 8 series as well, because the jump in CPU performance was significant. We also wanted something that could stay relevant in the long term,” explained McGuire. “This is a multi-generational leap, so simply calling the chip ‘generation 4’ would not be enough.”
From PCs to smartphones
The “Elite” suffix debuted earlier this year with Qualcomm’s new chips for ARM-based Windows laptops, where the top-tier platform is Snapdragon X Elite and the mid-range version is Snapdragon X Plus.
Qualcomm is extending the “Elite” branding to its mobile chip lineup, signaling that this new category represents the best the company has to offer. Don McGuire noted that this simplification was necessary because many consumers struggle to remember the total model numbers of chips.
“Nomenclature is difficult. A name is just a name until you give it an identity,” McGuire explained. He pointed out that while understanding a product’s name might not be straightforward initially, it will become more familiar and meaningful as the brand builds its identity.
The decision to standardize the Elite branding resulted from extensive internal discussions and consultations with industry partners. Qualcomm even tested prototypes with various names to gauge market reactions before finalizing the new identity.
Despite this shift in high-end mobile chips, Qualcomm plans to maintain its naming conventions for the Snapdragon 4, 6, and 7 series, sticking to the traditional numbering and generational structure. However, the company may consider further changes as it looks for ways to streamline product communication.
*The journalist traveled to Maui, Hawaii, at Qualcomm’s invitation.*
