Qualcomm Aims to Make Snapdragon a Consumer Brand

Paul Jacobs, CEO of Qualcomm, speaks at the company's Uplinq conference in San Diego. Jacobs said that 250 devices based on its Snapdragon chip are in the works Photograph by David Maung/Bloomberg

Developers historically haven’t thought about writing for Qualcomm chips directly. Consumers don’t hunt for the name Qualcomm when they buy a mobile gadget. But the company is working toward a future where the Qualcomm name becomes the go-to brand for both groups.

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