[superuser2]

Apple's advantage on craftsmanship is already well-established and doesn't really need to be sold (to people who haven't already decided they hate Apple, that is). 64-bit is not the primary differentiator of the iPhone the way a few hundred MHz is the only real difference between laptops in a Best Buy.

I don't see them talking about this any more than they've talked about every iterative processor improvement in the past. Being the first 64-bit smartphone is a slightly bigger deal than selling 2.6GHz instead of 2.4.