Europeans turn backs on Ultrabooks

Cheap 15-inchers or pricey Macs, s'il vous plait

Asus Zenbook UX31E

Europeans don't want Ultrabooks - and their lack of interest in the platform will hit Intel's platform market share forecast where it hurts.

So reckon Taiwanese notebook component makers, quoted by DigiTimes, some of who have suggested that far from accounting for 40 per cent of the notebook market, as Intel has predicted, Ultrabooks will only stretch to a 20 per cent share.

With Europe plunged into austerity, local consumers are 15in machines, the moles said. These, you'll note, tend to be among the cheapest laptops you can buy.

The moles aren't the first to spot this: market watcher Context said last month that with traditional notebook pricing decreasing even further year on year, consumers buying notebooks over tablets are doing so with price points in mind.

Where punters are splashing out, they're doing so on Apple kit. Even though Apple makes a skinny machine, the MacBook Air, it's not - officially - an Ultrabook.

No wonder then that the likes of Acer are working on 15in Ultrabooks - Apple is preparing skinny 15in machines too, it's rumoured - the better to expand the category. ®

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