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AMD Ultrathins to Knockout Intel Ultrabooks on Price

By , Kevin Parrish - Source: Digitimes | B 35 comments

We might not see any for a few more months, but AMD's Ultrathins promise to be cheaper than Intel's Ultrabook notebooks.

This year's Consumer Electronics Show showed us more Ultrabooks than we could shake a stick at. Intel isn't alone in its endeavors to enter the super-thin laptop space, as AMD also targeting the slim notebook market with its new Trinity APU. That said, we didn't exactly see a boatload of AMD's 'Ultrathins' on the show floor last week in Vegas. Though the company announced its intentions to rival Ultrabooks with its own Ultrathins, the company isn't scheduled to launch the Ultrathin platform until this summer. However, the latest reports say that when we do see Trinity-powered Ultrathins, they'll be significantly cheaper than Intel's Ultrabooks.

AMD is reportedly set to launch the Deccan platform with Krishna and Wichita APUs to better compete with Intel's Ivy Bridge this June. The company will then upgrade to the Kerala platform with the Kabini APU in 2013 to take on Intel's Haswell platform. However AMD supposedly decided to shift in gears and attack Intel on the "ultra" front head-on by using Trinity-based APUs and pushing a low-price strategy.

Digtimes is reporting that 2012 will bring just 20 AMD-powered Ultrathins, and that these will not have any significant advantages over Intel's expected 75 new Ultrabooks in terms of performance and function. That said, one area they will improve upon is price. While Intel's next generation Ivy Bridge is expected to drive the price of Ultrabooks down from over a thousand bucks (well over a thousand bucks in some cases) to between $800 and $1000, it's thought AMD's Ultrathins will be up to $200 cheaper than comparable offerings from Intel.

But as seen with the tablet sector after the launch of Amazon's Kindle Fire, the "ultra" segment may also see a shift once the cheaper AMD machines begin to hit the market. DigiTimes reports that many notebook vendors are voicing their concerned over this, indicating that Intel's Ultrabooks could see a rapid price drop to combat AMD's competitive price point.

According to Digitimes, HP, Acer and Asus are among those expected to produce Ultrathins. Check out the full story here.

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Top Comments
  • 28 Hide
    someguynamedmatt , January 17, 2012 7:01 PM
    Now THIS I have faith in. Not that 'ultrabooks' hold that much market share, but I feel that AMD could pull this off quite nicely with their APU lineup and beat out Intel.
  • 22 Hide
    Borisblade7 , January 17, 2012 7:17 PM
    After having both mobile amd llano and mobile intel IB, ill take amd anyday in a system that wont have discrete graphics to make up for the god awful performance of intel in that area.
  • 21 Hide
    SteelCity1981 , January 17, 2012 8:00 PM
    Competition means everything. Thank you AMD without you Intel cpu's would avg over 400 dollars. right now.
Other Comments
    Display all 35 comments.
  • 28 Hide
    someguynamedmatt , January 17, 2012 7:01 PM
    Now THIS I have faith in. Not that 'ultrabooks' hold that much market share, but I feel that AMD could pull this off quite nicely with their APU lineup and beat out Intel.
  • 20 Hide
    spookie , January 17, 2012 7:17 PM
    Can't wait!! Go make us proud AMD, make affordable ultrathins and drive the price of ultrabooks down
  • 22 Hide
    Borisblade7 , January 17, 2012 7:17 PM
    After having both mobile amd llano and mobile intel IB, ill take amd anyday in a system that wont have discrete graphics to make up for the god awful performance of intel in that area.
  • -9 Hide
    stm1185 , January 17, 2012 7:21 PM
    AMD also claims that the 17w ULV Trinity chips for the ultra thins will be about as powerful as 35W LLano mobile chips today. That performance level at $200 less then an Ivy Bridge laptop does not seem like a great deal to me unless IVB simply can't play games, but it can, although not as well.

    Also if you are looking for a gaming machine then a $500 35w Trinity machine makes a hell of a lot more sense then a $600-800 17w Trinity ultrathin anyway. Or a $800 IVB setup with a dedicated gpu.

    As long as its significantly cheaper I think AMD will sell a decent amount of ultra thins to the Best Buy type shopper who favors price>form>brand>performance. Yet I dont think they would be a good choice from a performance>form>price>brand perspective.
  • 21 Hide
    g4114rd0 , January 17, 2012 7:39 PM
    +1  pushing a low-price strategy.

    recommended and useful, AMD should try to do something very similar on BD.
  • 21 Hide
    SteelCity1981 , January 17, 2012 8:00 PM
    Competition means everything. Thank you AMD without you Intel cpu's would avg over 400 dollars. right now.
  • 15 Hide
    bigdragon , January 17, 2012 8:14 PM
    At Intel's Ultrabook price point I expect discrete graphics. Intel's graphics performance is abysmal, and I do not see that changing with Ivy Bridge given how they fudged that CES demo. I have been very surprised by AMD's APU products. They could actually put this off. Their price point, graphics performance, and spec flexibility is much more appealing.

    AMD drove themselves into the ditch with Bulldozer. I hope they give Intel a run for their money with Trinity.
  • 18 Hide
    A Bad Day , January 17, 2012 8:38 PM
    Intel's Plan B:

    Publicity smear, hyping on the importance of processing power and bashing Trinity's weaker CPU power, while completely ignoring graphics performance.
  • -4 Hide
    dragonsqrrl , January 17, 2012 9:29 PM
    Borisblade7After having both mobile amd llano and mobile intel IB, ill take amd anyday in a system that wont have discrete graphics to make up for the god awful performance of intel in that area.

    Really? You've had Intel's mobile IB? How'd you manage that?
  • 12 Hide
    supremeusa , January 17, 2012 10:07 PM
    AMD can win with the trinity
  • 9 Hide
    tlmck , January 17, 2012 10:11 PM
    Give me a 13" ultrathin netbook running Linux for $300 and I'm there. All I need such a device for is surfing the web.
  • 1 Hide
    magnetshowtheywork , January 17, 2012 10:18 PM
    someguynamedmattNow THIS I have faith in. Not that 'ultrabooks' hold that much market share, but I feel that AMD could pull this off quite nicely with their APU lineup and beat out Intel.

  • 9 Hide
    DroKing , January 17, 2012 10:30 PM
    Ok now I might just buy one so i can have a decent gaming machine on the go!
  • 5 Hide
    WR2 , January 17, 2012 10:38 PM
    June isn't that far away.
    Will be good to see what kind of performance and features they can bundle together.
  • 9 Hide
    LuckyDucky7 , January 17, 2012 11:13 PM
    Quote:
    Digtimes is reporting that 2012 will bring just 20 AMD-powered Ultrathins, and that these will not have any significant advantages over Intel


    Then Digtimes is wrong. You see, some of us would like Ultrabooks that actually perform (not just 1000-dollar "look cool" machines like the MacBook Air) a useful purpose.

    With an SSD in there the difference in processing speed is small. But if we have half-decent graphical capabilities I might consider one.
  • -7 Hide
    Stardude82 , January 17, 2012 11:26 PM
    How much of the supposed price drop will be lower hardware costs versus corner cutting (i.e. plastic enclosures, lower quality monitors, tempered glass instead of Gorilla, and mechanical hard drives)?
  • 7 Hide
    lordstormdragon , January 18, 2012 12:23 AM
    stardude82How much of the supposed price drop will be lower hardware costs versus corner cutting (i.e. plastic enclosures, lower quality monitors, tempered glass instead of Gorilla, and mechanical hard drives)?


    How can anyone possibly answer this, since no devices have been unveiled just yet?

    If you're not aware how hard these APUs trounce Intel's offerings across the board for gaming, video performance, and general usage, please go through this site page by page until you're up to speed.

    It wouldn't be surprising to see some excellent $300 offerings from Trinity, and some nicer $500 ones as well. At $750 or so, the Intelbooks wouldn't have a prayer, and at the same price ($1000-ish) there would be simply no reason to choose an Intelbook at all.

    For light-duty browsing and entertainment, AMD chips are perfect, and the pricing and competition alone will help force down Intel pricing for fanatics like you (Stardude82) who aren't any good at math yet, but still might possibly know what "lower pricing" would mean across the board.
  • -6 Hide
    nebun , January 18, 2012 1:13 AM
    supremeusaAMD can win with the trinity

    just like they did with Buldozer....not
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