INTEL is aiming for ultrabooks to undercut Apple’s MacBook Air with a reference bill of materials at US$400 to 700.
Ultrabooks are a relatively new category of notebook computers with ultra-thin/compact designs, but unlike netbooks, pack processing and memory punch rivalling that of larger notebooks.
A big hurdle for ultrabooks has thus far been the price, since the highly-compact form factor requires new integrated design paradigms, involving fully-soldered PCBs, li-polymer batteries, and solid state storage.
According to Taiwanese sources, the reference BOM from Intel (sans assembly costs) ranges from $US475 to 710.
The aim is for ultrabooks to be priced at below US$1000, in order to undercut the highly popular MacBook Air. The Air from Apple has proven to be very popular, especially since its spec upgrade a few weeks ago. It is now the base notebook unit from Apple, with the company doing away with its standard plastic MacBook line.
At Computex in May 2011, Intel claimed ultrabooks will make up 40 percent of the market by the end of 2012.
Meanwhile, Acer’s founder Stan Shih has been quoted as saying tablets and ultrabooks are just a fad, and PC makers should focus more on value adding.
Price the key to ultrabook battle: Intel sets sights on MacBook Air Electronics News
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