Qualcomm strikes back at Intel over device return claims

Back in 2023, Qualcomm launched the Snapdragon X Elite chipset. This is an Arm-based chipset that was designed to go toe-to-toe with the likes of Apple Silicon. It would also provide computer makers an alternative to Intel’s CPUs. Now Intel has tried to throw some shade at Qualcomm, but the latter was quick to strike back.

Not so fast

According to the reports, Intel co-CEO Michelle Johnston Holthaus tried to take a jab at Qualcomm. Holthaus claimed that Arm PCs powered by Qualcomm’s Snapdragon chipsets had higher return rates (presumably against Intel-powered PCs).

The CEO was quoted as saying, “If you look at the return rate for Arm PCs, you go talk to any retailer, their number one concern is, ‘Wow, I get a large percentage of these back,’ because you go to set them up, and the things that we just expect don’t work.’”

Qualcomm has since refuted those claims.

A Qualcomm representative issued a statement to CRN to strike back at Intel, where it basically denied that its Arm-based PCs had higher return rates. “Our devices continue to have greater than 4+ stars across consumer reviews and our products have received numerous accolades across the industry including awards from Fast Company, TechRadar, and many consumer publications. Our device return rates are within industry norm.”

That being said, since there are no official figures from retailers that might shed some light on the returns, it’s hard to say which company is correct. It is possible that some retailers might experience a higher rate of returns, but until there are actual figures, it’s all just conjecture.

Qualcomm attempts an Apple

Despite all the hype and marketing surrounding Apple Silicon, the Cupertino company was not the first to attempt an Arm-based chip to power computers. Before that, Qualcomm had attempted something similar in a partnership with Microsoft. Unfortunately, it did not end up the way the company hoped it would. Nor did it achieve the same level of mainstream success Apple’s M-series of chipsets did.

Following the launch of Apple Silicon, Qualcomm tried its hand at it again with the Snapdragon X Elite. This proved to be a much more successful attempt. Benchmarks have shown the Snapdragon X Elite outperformed Intel’s Core Ultra CPU by a considerable margin.

Qualcomm and its partners have challenges to overcome if they want widespread adoption. Unlike Apple, which controls both the hardware and software of its products, Qualcomm and its partners are essentially at the mercy of others. This includes component makers and companies like Microsoft, who make Windows that powers the majority of PCs out there.