According to a new analysis, the latest lineup of Windows-based Ultrabook PCs will not undercut Apple’s MacBook Air enough on price to woo away most consumers.
Brian J. White of Topeka Capital Markets is at the Computex show in Taipei, Taiwan, this week, where he got a closer look at some of the next-generation lineup of computers based on Intel’s thin-and-light Ultrabook specification. He didn’t come away impressed.
“Our checks thus far indicate that the price points for the new releases will be well over the $699 price threshold that we deem necessary for this new category to be a big success,” White wrote in a note to investors.
Shown at Computex was a Gigabyte-branded Ultrabook with an 11-inch screen and a carbon fiber exterior. It launches in July with a price point between $999 and $1,299.
“In our view, if consumers are not getting a significant discount for a Windows-based Ultrabook, they will simply opt for the best and pay $999 for Apple’s… MacBook Air,” White said.
Intel’s Ultrabook specification was inspired by (read, “duplicated from”) the success of the MacBook Air. The Air relies solely on solid-state storage, and is lacking an optical drive, to allow a super-thin design, and long battery life. Apple is expected to soon update the Air lineup with Intel’s newest ultra-low voltage Ivy Bridge processors.
White also attended the Microsoft Forum 2012 keynote address at Computex, which focused on the upcoming launch of Windows 8. In the presentation, Windows 8 was described as a “platform of ecosystems” rather than the “separate ecosystems” that are available under Windows 7.
“The look, feel and functionality of Windows 8 is certainly an upgrade from Windows 7 and should be a successful launch this October,” White said. “However, we still believe the Apple digital grid (or ecosystem) remains the most closely integrated and intuitive in the world.”
