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
129 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
129 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
129 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
129 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
129 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
129 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)

Top Stories

apple watch 6s 202009

Bloomberg: Apple Watch Series 7 to Feature Thinner Screen Bezels, Faster Processor, and Updated Ultra Wideband Tech

Monday June 14, 2021 3:41 am PDT by
This year's Apple Watch Series 7 is likely to have thinner display bezels and use a new lamination technique that brings the display closer to the front cover, according to Bloomberg's Mark Gurman. From the report: The Cupertino, California-based tech giant is planning to refresh the line this year -- with a model likely dubbed the Apple Watch Series 7 -- by adding a faster processor,...
ios 15 home screen icons

iOS 15 Lets You Drag and Drop Images and Text Across Apps

Saturday June 12, 2021 3:17 pm PDT by
Apple this week previewed iOS 15, which is available now in beta for developers ahead of a public release later this year. One smaller but useful new feature added is the ability to drag and drop images, text, files, and more across apps on iPhone. MacStories editor-in-chief Federico Viticci demonstrated the new feature in a tweet: Using cross-app drag and drop on iPhone in iOS 15. Finally 🎉 #WW ...
studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
apple virtual game controller ios 15

Apple Makes New On-Screen Game Controller Available to Developers on iOS 15 and iPadOS 15

Saturday June 12, 2021 12:36 pm PDT by
During the Platforms State of the Union at WWDC this week, Apple unveiled a new API for iOS 15 and iPadOS 15 that enables developers to implement an on-screen virtual game controller in their iPhone and iPad games with just a few lines of code. While many iPhone and iPad games already offer on-screen controls, Apple's new virtual game controller is available to all developers, easy to add,...
ipad mini 6

Next iPad Mini Will Allegedly Feature Thinner Bezels, USB-C Port, and Touch ID Power Button

Friday June 11, 2021 1:13 pm PDT by
On his newly launched Front Page Tech website, leaker Jon Prosser has shared renders showing off the alleged design of the next-generation iPad mini, which he says are based on schematics, CAD files, and real images of the device. In line with details shared earlier this month by Bloomberg's Mark Gurman and Debby Wu, Prosser claims that the new iPad mini will feature slimmer bezels around...
maxresdefault

Apple Promotes iPad Pro in New Ad With 'The Little Mermaid' Musical Spin

Saturday June 12, 2021 7:01 am PDT by
In a currently unlisted ad on YouTube, Apple is promoting the versatility, portability, and power of the M1 iPad Pro in a fun musical inspired by The Little Mermaid's "Part of Your World" soundtrack. In the ad, which features the main character using an M1 iPad Pro, Magic Keyboard, and Apple Pencil, multiple users can be seen struggling with their old PCs indoors while hoping that they can...
passwords system preferences

macOS Monterey Features Dedicated Password Section in System Preferences, Built-In Authenticator and More

Friday June 11, 2021 2:32 pm PDT by
macOS Monterey makes several improvements to password management, positioning iCloud Keychain as an ideal password service to replace third-party services like Lastpass and 1Password. In System Preferences, there's a new "Passwords" section that houses all of your iCloud Keychain logins and passwords so they're easier to get to, edit, and manage. There's a similar Passwords section that's...
macos monterey tidbits feature copy

macOS Monterey Tidbits: Animated Memoji on Login Screen, Change the Color of the Mouse Pointer, and More

Friday June 11, 2021 10:27 am PDT by
We've highlighted several new features coming in macOS Monterey, such as Low Power Mode and the option to erase a Mac without reinstalling the operating system, but there are some smaller tidbits that we wanted to share. Animated Memoji on Login Screen One small but fun new feature in macOS Monterey is the addition of a personalized Memoji on the login screen, complete with animated facial...
m1 imac back

Some M1 iMac Models Shipping With Crooked Mountings

Monday June 14, 2021 12:50 pm PDT by
Some M1 iMacs appear to have a manufacturing defect that causes the display to be mounted on the stand in a way that's not perfectly aligned, leading to a crooked display. YouTuber iPhonedo over the weekend published a review of the M1 iMac, and he found that his machine appeared to be tilted on one side, a mounting disparity that was visibly noticeable and proved with a ruler. Another...
mr white ipod touch 5 protoype3

Unreleased iPod Touch 5 With Chamfered Edges and 30-Pin Dock Connector Shared Online

Thursday June 10, 2021 2:05 am PDT by
Occasional leaker Mr White has today shared interesting images on Twitter of what appears to be an old-school fifth-generation iPod touch prototype with chamfered edges and a brushed aluminum finish. The original iPod touch 5 that Apple released in October 2012 had a unibody anodized aluminum chassis with rounded edges, and was available in several colors, including slate. Another...