[scott_karana]

Yes, the iPhone 5S definitely needs to address more than 4GB of RAM directly, or do 64-bit integer math for Angry Birds to render accurately.

(This is a joke: I know 64-bit ARM is substantially improved, but it's really not a big selling point to the general population anymore, is it?!)

[jmcdonald-ut]

Non techies that I know hear 64 bit and immediately think that it's better. When friends show me a new lap top or whatever else, they say it's 64 bit. When they're shopping they ask if something is 64 bit. They don't understand why it's important, but they think it is.

[scott_karana]

Alright, fair enough. Guess it's still a marketing buzzword for some!