Feeds

VIA dons Mac threads with designer PC line

Borrows Apple's 'beyond beige', stylish design approach

  • alert
  • submit to reddit

Secure remote control for conventional and virtual desktops

VIA wants to become the Apple of the low-end PC and information appliance markets, if its new-found interest in providing powerful-yet-stylish reference platforms is anything to go by.

Speaking in London aprés-CeBit, VIA's director of international marketing, Richard Brown, told The Register the industry "needs to look beyond the beige box" especially at the value PC end of the business.

VIA's solution to the problem is an increased emphasis on industrial design, he said. That means good looking, compact boxes like the portable - well, it's got a handle - desktop system design the company showed off at CeBit along with a highly compact new mobo form factor, both part of the Taiwanese company's InfoPC reference design.

That, of course, is exactly what Apple's been doing over the last three years or so, with some success. The iMac certainly changed the way consumers think how a PC should look. The Titanium PowerBook G4 is doing rather well in retail (see Apple reverses notebook market sales dip), and even though the Cube hasn't sold too well, almost everyone likes its looks.

Of course, other PC companies have tried to emulate Apple and almost all have failed. "All they did was put a bit of translucent plastic on a standard case - that's not industrial design," said Brown.

VIA, he reckons, can do a better job than that, he said, and will be working with a small number of select partners to pave the way for shipping product in the summer.

The reference design supports VIA's x86-compatible C3 CPU, aka Cyrix III, aka Samuel II, which the company plans to promote as a low-end alternative to AMD's Duron and Intel's Celeron.

The C3 name was coined - "two hours before the chip's launch at CeBit", according to Brown - to stress that the chip is a VIA product and to help everyone forget the Cyrix chips were bought-in parts. Brown said that the plan isn't to push the chip as a product in its own right, as Intel and AMD do. But the fact the company feels the need to give it a new name suggests that's probably what will happen, albeit in a rather less flashy way than Chipzilla's capacious marketing purse would allow. So too does VIA's need to be seen as something more than a chipset company. ®

Website security in corporate America

More from The Register

next story
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
JINGS! Microsoft Bing called Scots indyref RIGHT!
Redmond sporran metrics get one in the ten ring
Driving with an Apple Watch could land you with a £100 FINE
Bad news for tech-addicted fanbois behind the wheel
Murdoch to Europe: Inflict MORE PAIN on Google, please
'Platform for piracy' must be punished, or it'll kill us in FIVE YEARS
Bono: Apple will sort out monetising music where the labels failed
Remastered so hard it would be difficult or impossible to master it again
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Sony says year's losses will be FOUR TIMES DEEPER than thought
Losses of more than $2 BILLION loom over troubled Japanese corp
Radio hams can encrypt, in emergencies, says Ofcom
Consultation promises new spectrum and hints at relaxed licence conditions
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.