Intel Ultrabooks Unable to Undercut MacBook Air Prices

One of Intel's major new initiatives has been to push its processors down into more energy-efficient designs over the next few years. The first step in the process was introducing a new class of laptops dubbed "Ultrabooks". The first Ultrabook demoed was an ASUS model that bore a close resemblance to the MacBook Air, and Intel feels that these ultra-thin and light laptops could make up 40% of the consumer laptop market by the end of 2012.

asus ultrabook
DigiTimes reports, however, that manufacturers are having trouble pricing their new machines under Apple's MacBook Air, raising concerns about their prospects for market success.

The sources pointed out that the new MacBook Airs are priced at about US$999-1,599 with rather strong demand in the US; however, designing an ultrabook based on Intel's technical suggestions will still be unable to reduce the machine's price level to lower than the MacBook Air's unless Intel is willing to reduce its prices, which already account for one-third of the total cost.

Intel's effort to match the MacBook Air's thin profile has seen the company push forward its new platform with more components integrated directly onto the machines' circuit boards and using non user-replaceable batteries, mirroring Apple's own steps. Those requirements have, however, pushed up the cost of those components beyond that of the modular ones typically used in PCs, resulting in Ultrabook pricing coming in at the same levels as Apple's MacBook Air.

Top Rated Comments

FrizzleFryBen Avatar
132 months ago
I really felt the last updated MBA was aggressively priced for what it is. Now this just proves it. Let's hear that Macs are overpriced now?! :rolleyes:
Score: 38 Votes (Like | Disagree)
HarryKeogh Avatar
132 months ago
Apple has such a great head start in the ultra-thin notebook pc and the tablet markets.

Apple's last 10 years have been a blueprint on how to totally dominate the market. That Steve Jobs is a bright kid.
Score: 34 Votes (Like | Disagree)
topmounter Avatar
132 months ago
So by the logic of the h:apple:ters, this means that the PC manufacturers are even more greedy than :apple:

:D
Score: 21 Votes (Like | Disagree)
apeden Avatar
132 months ago
What ever apple makes, everyone else has to follow behind them. But they can never make their product as good as the apple product :apple:
Score: 21 Votes (Like | Disagree)
KnightWRX Avatar
132 months ago
So by the logic of the h:apple:ters, this means that the PC manufacturers are even more greedy than :apple:

:D

Apple has never quite been overpriced like some people like to claim, not when you compare the PC market close to a refresh, and you compare spec for spec.

A lot of the "MBA is overpriced!" crap comes from people who completely ignore size and weight. Same for the Mac Mini really, SFF PCs are not really cheaper.
Score: 19 Votes (Like | Disagree)
KnightWRX Avatar
132 months ago
Hardly surprising. Apple's MacBook Air pricing has been very aggressive since the Rev D. For the price, you get a very light notebook and for people looking at size and weight as specs, there's hardly anything out there to compete with it.
Score: 15 Votes (Like | Disagree)

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