updated 10:55 am EDT, Mon July 4, 2011
Intel using cash to get ultrabook support
Intel is giving PC builders a strong financial incentive to support its new ultrabook category and get more systems like the MacBook Air, those in the notebook industry alleged Monday morning. The company has reportedly "invested heavily" into marketing the ultraportable PC idea and courting the largest companies to have them sign on to the idea. Many of them don't believe they can match the MacBook Air's $1,000 price, Digitimes says, and are testing but not necessarily producing ultrabooks of their own.
Reportedly, "most" of them are taking a wait-and-see approach to the ASUS UX21, the first Windows ultrabook to match the spec since it was unveiled late in the spring. The system's ability to reach under $1,000 has been called into question. Some may be waiting on new Celeron 787 and 857 processors in September and the fall respectively to get very inexpensive systems.
Supply of real metal casing may also be an issue. A matching users stop buying netbooks in favor of Apple's tablet and a handful of others. The chip designer took the MacBook Air as a cue since it brings some of the instant response and light weight of a tablet but lets Intel sell more expensive processors than the Atom.