Ultrabook Manufacturers Limiting Initial Shipments in Face of MacBook Air Popularity

macbook air ultrabooks
Top to bottom: MacBook Air, ASUS UX21, Toshiba Portege Z830, Acer Aspire S3, Lenovo IdeaPad U300s (Source: This is my next...)

Apple's redesigned MacBook Air has proven popular with consumers, with the company reportedly pushing out up to 500,000 units per month to satisfy demand. The product's success has drawn the interest of Intel and Windows PC manufacturers, who are beginning to roll out their own "Ultrabook" models to compete with the MacBook Air. But a new report from Digitimes claims that those manufacturers are merely testing the waters, limiting initial shipments to a combined 50,000 units.

First-tier notebook brand vendors Acer, Lenovo, Toshiba and Asustek Computer, understanding that demand for notebooks is unlikely to recover in the fourth quarter, while Apple's products are taking up all the glory in the market, will limit their initial Ultrabook shipment volume to below 50,000 units for testing the water, according to sources from notebook makers.

Intel has been pushing the Ultrabook concept as the future of notebook computers, but manufacturers have been having difficulties bringing costs to the point where they can compete with the MacBook Air. Intel has been pushing for Ultrabook pricing to begin at under $1000, and while some models may reach that goal, manufacturers and Intel have been at odds over how to cut costs to reach that target.

Top Rated Comments

Kaibelf Avatar
123 months ago

Why even try to compete with Apple? Not worth the struggle. You can't win.


That's what these companies do now. They just look at Apple and make cheap knock-offs, and then wonder why nobody is impressed by their offerings. It's almost sad to watch. Some of these OEMs had really impressive products, but now they all seem like junk that cannot resonate or generate even the slightest excitement.
Score: 22 Votes (Like | Disagree)
slrandall Avatar
123 months ago
The Air has been out for years and is still the thinnest. And now that it's becoming more and more powerful ... Good call by the Ultrabook guys restraining their optimism. Unless they can drastically undercut the MBA on price, they're going nowhere. Just look at the iPad.
Score: 22 Votes (Like | Disagree)
Maschil Avatar
123 months ago
if im going spent +500 for a thin laptop id only do it for a mac..... i think this is what people are thinking
Score: 22 Votes (Like | Disagree)
jeffdrafttech Avatar
123 months ago
Wow. What a difference.

That image is incredible. The windows machines are so UGLY. That picture should send all of the PC guys back to the drawing board, and win a nice pat on the back for the design team at Apple.

If I wanted a Windows ultra book, I'd still buy the air, and just install Windows.
Score: 17 Votes (Like | Disagree)
Starflyer Avatar
123 months ago
To quote John Gruber... "PC's are too expensive."
Score: 13 Votes (Like | Disagree)
Adidas Addict Avatar
123 months ago


just needs usb 3.0 y blu-ray support


Score: 10 Votes (Like | Disagree)

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