Snow Leopard was a disappointment considering all the work they did for the little gains they got out of it. I sold my old c2d macbook shortly after snow leopard was released, performance really didn't change. Apple Marley made the system more modern, even though most of the major changes happened with Leopard. The Apps themselves had code taken out and optimized to save space while still performing just as good if not better. The Fact that they are 64bit is because they were compiled in 64bit, not because they take advantage of things you can only get with a 64bit chip.
Recompiling for 64bit doesn't magically give you extra performance, unless you program your app to take advantage of what 64bit offers or you simply need to address more memory in your program then 64bit isn't exactly needed. All apple is doing it bringing the ability to use 64bit code on iOS. Plus considering that apple still is only tossing 1gb of ram into these things, and that the next iphone will probably only have 2gb of RAM, I don't see many apps going 64bit only or 64bit at all if they don't need to.
Though Android with it's apps being based on Java, all you need to do is make the Java VM 64bit. Though you still probably need to code to take advantage of certain things that 64bit provides even with java. People Overestimate the need for 64bit, for most tasks it is totally unneeded. Just because you can compile for 64bit doesn't mean your optimizing your code for 64bit. While getting 64bit is the step in the right path, making a big deal about it is dumb.
Though Apple could tell its users that the paint they use makes the phone faster and they would believe it.
I found Snow Leopard to run quite nicely -- going 64-bit did bring about some performance improvements, security improvements and it was a necessary stepping stone.
I didn't say that the performance was coming because of the 64-bit processor, it's because the apps have been recompiled (and optimised) for 64-bit, which of course requires a 64-bit CPU.
I've read arguments that say otherwise -- that recompiling in 64-bit can improve performance, but nevertheless Apple has coded all their stock apps, and the OS, to take advantage of the processor. Also there are security benefits to having a 64-bit OS.
Apple will make a big deal about anything. They are the first to do it in a mobile SoC -- but ultimately I think a two fold increase in CPU performance from what the iPhone 5S could already do is pretty nice achievement nevertheless, not to mention two fold GPU performance.