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Dell axes last Adamo after struggling to fight MacBook Air

updated 10:30 pm EST, Tue February 8, 2011

Dell stops selling last Adamo

Dell closed a chapter in its history today by withdrawing the Adamo 13. A search for "Adamo" now turns up a message that the entire line is "no longer available." Buyers are instead turned to the much heavier, much thicker but faster XPS 15 and 17.

The Adamo 13 was first launched in March 2009 as a conscious attempt to outshine the MacBook Air at a time when Dell's global product lead at the time, Ron Garriques, hoped to create the same cachet around Dell as existed around Apple. Although high quality, the system was a full pound heavier than the Air, used a slower ultra-low voltage Core 2 Duo and cost $200 more than its Apple counterpart, albeit using an SSD as standard well ahead of the Mac. A quick Apple price cut and speed update kept it well out in front and led Dell to eventually improve the speed at the high end.

The system eventually saw major cuts in price as well as a brief attempt to outdo Apple in thinness with the Adamo XPS. Dell quickly dropped the XPS version after a few months, bringing it back to shelves briefly only to phase it out once more.

For Apple, the MacBook Air has still been one of its lower-volume Macs owing to a high relative price for the features, but it has always sold well enough that the company felt little pressure to drop prices. The new MacBook Air both increased sales by offering a smaller, more affordable model as well as increasing speed and features to almost entirely outperform Dell's equivalents. Dell hinted at the end of the Adamo 13 shortly afterwards as it cut prices multiple times in what's now known to have been an attempt to clear the last units from stock. [via CNET]

by MacNN Staff



  1. Foe Hammer

    Joined: Dec 1969


    Rest Assured, Dell ...

    You may have lost to Apple's MacBook Air, but you just know you'll have a much easier time competing against their iPad. *cough* *cough* bullschtick *cough* *cough* *cough*

  1. chas_m



    As Nelson said ...

    HA HA!

  1. vinnieA2

    Joined: Dec 1969


    yeah, yeah, yeah

    Couldn't compete with one of Apple's poorest selling laptops...the company that was going to bury Apple? How, oh how could that be?

  1. Paul Huang

    Joined: Dec 1969


    The 10/2010 version is not the same as the old one

    The MBA may turn out to be the best-selling modern day portable.

  1. Raman

    Joined: Dec 1969


    It's not just about the hardware

    Dell has painfully found out that users want to run Windows on the best hardware, they're going to run it on a Mac (like I'm doing right now), and not some overpriced, unoptimized, shiny t***. Yes, even MSFT employees.

    I didn't realize how much Apple optimizes their systems and squeezes every last bit of performance from their hardware until I recently googled i3 vs. core 2 duo. Do it, you'll be surprised (or maybe not) as to why the latest Air, MacBook, and MBP 13" all have foregone the i3 in its current incarnation (yea, I know - iMac but desktops are a different story with their "unlimited" power supply).

  1. phillymjs

    Joined: Dec 1969


    What, again?

    Another "me too!" product from Dell bites the dust, like the DJ (the "me too!" iPod) and the webPC (the "me too!" iMac) before it.

  1. slapppy

    Joined: Dec 1969


    DELL Windows Fanbois where are you?

    Come out come out wherever you are... oh where is your Adamo is going to kill the MBA noise..

  1. Alfiejr

    Joined: Dec 1969


    Why Not Just Come Out And Say It?

    The 2010 MacBook Air killed the Adamo. Totally.

  1. vintagegeek

    Joined: Dec 1969


    Price Point

    When you're talking a price price point of $900+, well beyound the cheapo laptops Dell and HP sell, you're into a customer who has the money for the "right stuff". And the newest version of the MBAir is a killer. Stop in and hold one, play with it. It's pretty darn good.

  1. Foe Hammer

    Joined: Dec 1969



    The Dell dullards (Dellards?) have gone from Adamo to Awdamnit.

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