The infamous hit-and-miss Taiwanese publication DigiTimes is once again at the forefront of the Apple rumor mill, this time suggesting that Apple is planning to launch a new MacBook Air for $799 in the third quarter of this year, down from the current entry-level price of $999. Apple is said to be releasing this cheaper MacBook Air to target a myriad of low-priced, ultra-thin PCs powered by Intel’s “Ultrabook” marketing ploy.
Although Acer has recently reduced its ultrabook shipment target, Intel continues to aggressively push ultrabooks and is aiming to have the devices priced at US$699 in the second half of the year. However, if Intel is unable to bring down ASPs to its goal, the price gap between ultrabooks and the US$799 MacBook Air may further postpone the time ultrabooks become standardized, the sources noted.
As noted by MacRumors, it is unclear how Apple would be able to achieve this $200 discount on the price of the MacBook Air because of its limited flexibility in component pricing. Moreover, Apple has always focused on maintaining high profit margins with its product lineup and has not faced significant competition from ultrabooks regardless. Perhaps the Cupertino-based company is finally catering to those that find Macs to be too expensive. Would you buy a MacBook Air for $799?