Some joker in San Diego has come up with the wheeze of calling its Snapdragon processors ‘platforms’.
Snapdragons contain, of course, much more than a processor or indeed several processors, so to call it a processor is a bit of a misnomer.
But ‘processor’ is not such a misnomer as ‘platform’ which is used to describe every darn thing in the electronics industry from an enclosure to a server.
The San Diego joker could have done worse – he could have called it a solution – the most hackneyed, over-used word in the industry today.
The most accurate description of a Snapdragon is ‘sub-system’ but that sounds a bit dull.
What Qualcomm needs is a whizzy, dynamic description for its processors – maybe ‘launcher’ or ‘accelerant’ or ‘boost-block’.
But I expect everyone – except Qualcomm – will carry on calling them processors.