Patents. Qualcomm is all about Patents.
This demo could well be a pre-curser to Qualcomm filing a law suit against Apple when the iPhone 8 launches claiming intellectual property theft.
Even if they don't have any valid patents to back it up it can still look, to the consumers and others, as "big bad Apple stealing ideas once again".
Raining on Apple's parade in their moment of glory.
Remember
how pissed Qualcomm was when Apple announced the world's first 64bit ARM processor power smart phone with the A7 chip?
Qualcomm's obviously got problems stemming from it's exec's egos.