A reports suggests that there will be very little crossover in pricing with Ultrabooks and AMD will be going after the mainstream and lower-end of the segment.
According to Digitimes, AMD-based ultrathins will be selling in the MSRP $599 to $899 range, with street prices reaching down to $549. AMD is targeting its upcoming Hondo APU for these notebooks and the majority of systems is aimed to stay well below the $799 to $1,499 price range that is occupied by Intel Ultrabooks.
The article, which quotes John Taylor, director of Global Product Marketing at AMD, has a noteworthy point discussing Windows on ARM systems. While it is reasonable to assume that ARM will capture some market share and especially appeal to those who do not want to spend a lot of money on a computer system, AMD hardware could be squeezed between higher-end and higher-margin Intel products and budget ARM computers. Conceivably, AMD could be more vulnerable to the ARM threat than Intel given its focus on cost-conscious buyers.
However, Taylor said that the entry of ARM provides AMD with an upshot opportunity as "AMD's innovations in R&D of low-voltage processors will provide the company even more chances than ARM."