Qualcomm doubles down on Snapdragon branding to lead AI PC race

Qualcomm puts Snapdragon at the center of the AI PC story - and the branding playbook is clear

At Snapdragon Summit 2025, Qualcomm's CMO Don McGuire made one thing obvious: the company wants Snapdragon to be the name buyers associate with AI PCs, not just smartphones. The push blends product naming, category creation, and partner marketing into a single message aimed at winning mindshare before market share.

For marketers, this is a live case study in how to reframe a mature category with a fresh buying trigger: on-device AI.

The strategy in plain terms

• Own the category term: Qualcomm is leaning hard into "AI PC" to reset buyer criteria from raw CPU speed to AI features, battery life, and responsiveness. Category language leads the funnel.
• Clarify the ladder: Names like "Snapdragon X2" create a simple progression and a cue for good/better/best tiers. Fewer SKUs, stronger signal.
• Anchor on visible proof: Oryon CPU and on-device AI acceleration become the headline proof points. The story: faster local inference, longer unplugged time, cooler thermals.
• Co-brand everywhere: Expect "Powered by Snapdragon" badges across OEM pages, retail listings, and unboxing shots. This borrows trust from partners while keeping Snapdragon front and center.
• Make developers your growth engine: Tooling, SDKs, and app porting support convert skepticism into momentum. Microsoft's ARM64 work and app compatibility progress are part of the message mix.
• Localize the pitch: In Southeast Asia, value and battery life push harder than raw benchmarks. Proof from creators and students beats lab charts.

Positioning to win the AI PC buyer

• Primary enemy: Laggy AI features that require the cloud. Counter with instant local tools (transcription, image generation, copilots) that work offline.
• Primary promise: Full-day laptops that run AI natively without fans screaming or battery dying at noon.
• Simple spec story: "AI tokens/sec, hours unplugged, quiet thermals." These are easy for non-technical buyers to compare.
• Credibility signals: OEM design wins, creator endorsements, and app partners (video, office, chat) using on-device AI.

Messaging you can use

• Headline: "AI that lives on your laptop, not the data center."
• Benefit line: "Create, edit, and summarize instantly - even offline."
• Proof line: "Snapdragon X2 with Oryon CPU runs long sessions cool and quiet."
• Switch line: "Keep your apps, gain all-day battery and on-device AI."

90-day launch blueprint (steal this)

• Week 1-2: Lock the category phrase ("AI PC powered by Snapdragon"), the 3 proof metrics, and the badge usage rules with OEMs.
• Week 3-4: Seed 25 creators across video, coding, and note-taking with pre-release devices; require measurable AI workflows in content.
• Week 5-6: Publish neutral, reproducible tests: tokens/sec on popular models, export times in video apps, and unplugged hours.
• Week 7-8: Retail takeovers: end-cap demos showing offline AI tasks in under 5 seconds. Train associates on three talk tracks and two objections.
• Week 9-12: Run search and social on "AI PC," "long battery laptop," and "Windows on Arm apps" with compatibility landing pages and live app lists.

Addressing common objections head-on

• "Will my apps work?" Keep a public, updated app roster. Show major browsers, office suites, creative tools, and conferencing apps running natively or with stable layers.
• "Is Windows on Arm ready?" Point to Microsoft's ongoing ARM64 support and real app demos, not just roadmaps. Back it with independent creator reviews.
• "Benchmarks look cherry-picked." Publish test files, settings, and scripts so reviewers can replicate results exactly.
• "Battery life claims are marketing." Offer a 72-hour trial or in-store unplugged challenge with specific AI tasks.

Content engine ideas

• AI workflows library: Short clips of real tasks (podcast cleanup, meeting notes, photo fixes) executed locally with timestamps.
• "From phone to PC" series: Connect Snapdragon's phone reputation for efficiency to PC benefits buyers care about: cooler laps, silent fans, and longer sessions.
• OEM spotlights: Co-branded case studies with measurable outcomes: hours saved, export times cut, meetings summarized on flights.

Metrics that matter

• Category share: Share of voice for "AI PC" against Intel, AMD, and Apple terms.
• Brand search: "Snapdragon laptop," "Snapdragon X2," and "Windows on Arm apps."
• Retail conversion: Attach rate of Snapdragon models in top price bands and return rates vs non-Snapdragon models.
• Creator ROI: View-through to retail clicks and discount code conversions by workflow type.

What to watch next

• Flagship cadence: Qualcomm signaled a next-gen flagship PC processor in 2H25. Expect tightened branding around tiering and AI feature sets.
• Regional momentum: Southeast Asia pilots will test pricing and compatibility messaging at scale.
• Developer traction: SDK adoption and the number of apps using NPU features will forecast sustained demand.

Useful resources

• Qualcomm Newsroom
• Microsoft Windows on Arm docs

Level up your team's AI marketing skills

If you're planning an "AI PC" or AI-assisted product launch, upskill the team on prompt workflows, measurement, and messaging frameworks. A focused program beats scattered tutorials.

• AI Certification for Marketing Specialists

Bottom line: Qualcomm is turning Snapdragon into the shorthand for AI PCs. The lesson for marketers is simple - name the category, reduce friction with proof, and make partners carry your badge everywhere the buyer looks.