The next generation of AI-enabled personal computers, branded as Copilot+ PCs by Microsoft, began making their debut in India during the latter half of 2024. Leading this technological transition, Qualcomm unleashed its X series chipsets, prompting multiple OEMs to unveil AI-integrated laptops within the Indian market. Despite generating significant interest fueled by the ongoing excitement surrounding artificial intelligence and the introduction of Copilot features in Windows 11, the overall effect on the PC market was minimal. According to market research firm IDC, the consumer PC segment recorded a modest 2.6 percent year-on-year growth in shipments in India for 2024.
A variety of factors may explain this slow uptake, but one prominent issue was accessibility related to pricing in a market known for its sensitivity to costs. By 2024, the only available Snapdragon X series chipset models were the X Elite and X Plus, both of which catered to premium buyers. Consequently, the laptops entering the market bore hefty price tags and primarily targeted enterprise customers. As generative AI technology remains in a developmental stage within the PC sector, a significant portion of Indian consumers remains excluded from experiencing Copilot+ PCs.
Qualcomm appeared to anticipate these challenges with the introduction of new eight-core variants of the X Plus chipset, designed to reduce the costs associated with Copilot+ PCs. At this year’s Consumer Electronics Show, the chip manufacturer further reinforced its commitment to this goal by unveiling a new Snapdragon X chipset intended for devices priced around $600 (about ₹52,000).
After some anticipation, the Snapdragon X chipset was officially launched in India. In response, Asus began accepting pre-orders for its initial offerings – the Zenbook A14 and Vivobook 16 – both equipped with the new chipset. With starting prices of ₹65,990 for the Vivobook 16 and ₹99,990 for the Zenbook, these Copilot+ PCs now cater to a broader customer segment, enhancing accessibility for potential buyers. However, buyers should keep a few essential details in mind regarding the newly launched chip.
Snapdragon X Offers 45 TOPS of AI Performance
The Snapdragon X lineup currently features nine distinct chipset variants, each with varying core counts, clock speeds, and GPU performance. A common element among these models is the dedicated Hexagon neural processing unit (NPU), capable of achieving 45 trillion operations per second (TOPS), a feature also seen in the latest budget-oriented chipset.
For those unacquainted with AI terminology, TOPS serves as a benchmark for measuring the computational capacity of AI hardware, especially pertinent in deep learning and machine learning applications. Higher TOPS metrics indicate faster processing capabilities for AI models when executing tasks and inform developers of the computational power required to train AI models. This metric also suggests potential energy efficiency in chipsets.
Even with the same 45 TOPS capability featured in the premium X Elite chipset, devices powered by the Snapdragon X are expected to provide comparable AI processing in the budget category. However, the extent of optimization by original equipment manufacturers (OEMs) may lead to variations in performance across different brands.
Eight Cores, Reduced Clock Speed, and Absence of Performance Cores
While a more powerful NPU can enhance CPU performance, the primary focus remains on CPU capabilities. Unsurprisingly, given that the Snapdragon X is geared toward budget laptops and PCs, it offers lower performance compared to the X Elite and X Plus platforms.
Constructed on a 4nm process, the Snapdragon X is equipped with eight Oryon CPU cores, with a maximum clock speed of up to 3GHz. In contrast, the X Plus models feature up to 10 cores with peak clock speeds reaching 3.4GHz for efficiency cores and a maximum of 4.0GHz for one performance core. The X Elite boasts 12 cores and can achieve a maximum clock speed of 3.8GHz, with up to two performance cores reaching 4.3GHz.
Simply put, the Snapdragon X chipset delivers the lowest performance across the series. Despite this, the company promotes its chipset as delivering “up to 163 percent faster performance at ISO-power compared to competitors requiring 168 percent more power at ISO-performance.” However, this comparison references the Intel Core Ultra 5 120U processor released in January 2024, which features more cores and higher clock speeds than the Snapdragon X.
Strategic Market Positioning of Snapdragon X
In an exclusive interview with Gadgets 360, Kedar Kondap, Senior Vice President of Product Management at Qualcomm, discussed the rationale behind the company’s venture into the budget PC segment with this newly launched processor.
Qualcomm’s strategy includes a multi-faceted approach aimed at increasing awareness of AI PCs while simultaneously promoting the Snapdragon brand. The company has partnered with Microsoft to introduce Copilot+ branded PCs, with the first Surface devices equipped with X series chipsets showcasing AI capabilities.
Kondap mentioned that Qualcomm has developed compatibility for hundreds of applications that now run natively on Snapdragon PCs. Furthermore, the Arm emulator Prism enables reliable performance for applications that lack native support. The firm is also collaborating with numerous developers of large language models (LLMs) via its Qualcomm AI Hub, which facilitates the deployment and execution of AI models, offering a unified interface for developers.
While he refrained from disclosing any plans for exclusive Snapdragon stores alongside OEM partnerships, Kondap emphasized the need for Qualcomm to connect with consumers directly to foster trust in devices powered by Snapdragon CPUs.
Additionally, Qualcomm announced a partnership with Flipkart Minutes, aimed at ensuring the delivery of devices containing the Snapdragon X chipset within ten minutes across India.
These initiatives are crucial for Snapdragon as it enters the budget PC market, where consumer trust is essential. However, the company still contends with the challenge of positioning itself against well-established brands like Intel and AMD.
Introducing the Snapdragon Experience Zone
Qualcomm recently unveiled its inaugural Snapdragon Experience Zone in India in collaboration with Croma. This retail space showcases a range of ecosystem products, including smartphones, PCs, wearables, and audio devices featuring Snapdragon chipsets. Staff in the store receive specialized training to demonstrate the processors’ capabilities, particularly in on-device AI processing.
Customers can engage with these products, gaining hands-on experience and expert insights from the trained staff. This initiative aims to bring Qualcomm closer to consumers and establish a narrative independent of OEM influences surrounding the brand.
This move appears to be more about enhancing brand visibility rather than creating a new revenue channel, potentially bolstering the company’s reputation among prospective buyers. Similar to smartphone users who often seek Snapdragon processors in their devices, Qualcomm appears to be targeting comparable consumer behavior in the PC market through its new Experience Zone.
Optimization and Power Consumption with the Snapdragon X
Before diving into this section, it’s important to note that as of now, specific data regarding the power efficiency of the Snapdragon X chipset is unavailable. The first Copilot+ PCs utilizing this processor are not expected to be publicly accessible before March 3. Instead, our focus will remain on Qualcomm’s claims, discussions with company executives, and our experiences with other Snapdragon-enabled AI PCs.
During the launch event, Qualcomm asserted that the Snapdragon X offers battery life capable of extending “for multiple days on a single charge.” Typically, such claims invite skepticism from most laptop users, as even light usage often results in devices struggling to last an entire day without needing a recharge.
However, based on prior reviews of AI PCs powered by Snapdragon chipsets, such as the HP EliteBook Ultra G1q, HP OmniBook X, and Dell XPS 13, these devices consistently deliver battery life ranging from 14 hours to over a day under moderate use. Each of these premium models also includes OLED displays, which typically consume more power. It’s conceivable that budget laptops utilizing LCD screens and less demanding tasks could indeed achieve multi-day battery life, even as this remains an ambitious prediction.
Last year, Mike Roberts, Vice President & Global Head of Product, Partner and Technology Marketing at Qualcomm, emphasized the company’s commitment to power optimization.
He stated, “Our key advantage is performance per watt. While performance is critical, if battery life is poor, users won’t favor it. This principle is core to our identity as a mobile company. Thus, we hold a sustainable edge through ARM technology over x86 platforms.”
A significant aspect of this optimization stems from the parallel processing capabilities of the dedicated NPU, which have also been found to enhance battery longevity in Intel and AMD chipsets. Moreover, further advancements may be made at the architectural and fabrication levels, which could apply to the Snapdragon X chipset.
