Consumers Opt for MacBook Air Over Pricey Ultrabooks

AppleInsider shares new analysis from Brian J. White of Topeka Capital Markets, who claims that the next-generation of Windows-based Ultrabooks are too expensive to attract consumer interest. White believes that many of the Ultrabooks — a marketing ploy by Intel — need to be priced at $699 or less, or else consumers will opt to purchase the MacBook Air instead. White said he saw “attractive” Ultrabooks by Acer and Asustek at the Computex show in Taipei, Taiwan this week, but stresses that they are simply too expensive at a price point of between $999 and $1,299.

“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. “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.”

During his trip to Taiwan, White also received word from sources in Apple’s supply chain about September being an exciting month for the company. White believes that the so-called “iPad mini” could be a hit with the education market, as a more portable and affordable iPad could appeal to educational institutions. It looks like the final six months of 2012 could be very intriguing for Apple, starting with WWDC in just five days.


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