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Qualcomm rebrands Snapdragon chips that power many of the world’s phones in attempt to be less confusing

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  • QCOM
Action being brought under Consumer Rights Act 2015, Which? says (REUTERS)
Action being brought under Consumer Rights Act 2015, Which? says (REUTERS)

Qualcomm has announce a major rebrand of its Snapdragon chips, in a move that could make choosing a phone vastly more simple.

The company sells its Snapdragon chips to a vast range of other companies – such as Samsung, HP and OnePlus – which use them to power devices including mobile phones, watches and laptops.

But comparing those devices can often be difficult, because of the confusing name of those Snapdragon processors, which are marked by a host of complex numbers. Since processors are at the heart of the devices, it can therefore be difficult to know whether a given phone is better than another.

But Qualcomm now says that it will simplify its branding in a host of ways, most of which bring new branding to the line.

The most obvious one is that the Qualcomm and Snapdragon brands will be separated. While they will still be owned by the same company as before, the Qualcomm will be removed from the chips itself.

More usefully, however, those complicated names will be changed.

Until now, Snapdragon products have come with three different names. Each of the numbers was intended to show where it was in the line-up: the first indicating the power, the second what generation, and the third used to separate different products within those generations.

But that was difficult to know and to compare. It also led to struggles with Snapdragon running out of names – it has a Snapdragon 695, for instance, and so only space for four more chips in that line-up.

Instead, it will move to a “new simplified and consistent naming structure for our platforms makes it easier for our customers to discover and choose devices powered by Snapdragon”, it says. “This means our mobile platforms will transition to a single-digit series and generation number, aligning with other product categories — starting with our newest flagship Snapdragon 8-series platform.”

It did not give information on what that new naming system would be, and promised more information would be revealed at another event on 30 November.

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