Originally Posted by freckledbruh
IMO, Intel is pushing this not so much for consumers to think of Intel as much as pushing a product category that can compete with tablets. I think Intel fears that most sales in the consumer market are going to be thin, light laptops like the Air or tablets like the iPad. Due to that, Intel has to inject some money and excitement for the other OEMs to offer these ultrabooks (hopefully at lower prices) so that consumers continue to purchase kit that has Intel chips in them and not ARM.
Except that Intel already provides the chips for a thin, light laptop like the Air-- the Air itself.
Now I can see them trying to goose PC sales by encouraging manufacturers to adopt form factors that Intel figures might generate some excitement, since the manufacturers themselves seem amazingly immune to this concept. And clearly the Air has some buzz, so even though it mean transferring technology form one customer to another and offering a discount, which strikes me as kind of sketchy, I can certainly see their motivation.
What I don't quite get is going out their way to claim that such machines will beat Apple at their own game and surpass the Air. What is the point of that? Every Air sold is a win for Intel, getting people to by a PC instead of an Air is a net zero for Intel.
Clearly it's the iPad that has them spooked, so maybe they figure that they can just lump the Air in the with the iPad and try to ween people off Apple altogether. Or maybe they know Apple plans an ARM Air at some point, and this is preemptive on their part.
But if it's not, and as I've said, they better be pretty damn confident that they have the correct solution for low power devices going forward, because if they don't, they've just declared that they're no longer interested in doing business with the biggest CE company in the world.