[drrotmos]

Well, for one, Apple has never marketed the amount of RAM in iOS devices. It's not even listed on the tech spec (neither is CPU frequency).

Apple's marketing tends to stick to what users will understand. Saying "Your apps will run twice as fast" people get, "Your phone will have twice as much memory", people don't.

Now, granted, saying 64-bit is somewhat idiosyncratic for Apple, but if you look closely they're saying that it's the first phone with a 64-bit processor. While people probably don't know why they want a 64-bit processor, they do know why they want a phone with cutting edge technology. As for why it's good, they keep referring to speed, which people can relate to. Still slightly unusual though.