In the world of computing, Apple has always been admired (or at the very least, noticed) for its design. No matter what a diehard PC may feel about Apple, there’s little argument that style is a big part of the company’s products’ luster.
Asus is now aiming directly at Apple. Instead of competing against rival PC OEMs, the Taiwanese computer maker is looking straight at making better products than Apple.
“Our goal is to provide products that are better than Apple’s,” said Jonathan Tsang, the vice chairman of Asus, in an interview with the New York Times.
Tsang added that Asus spends a large portion of its funds on engineering, which leaves little left over for marketing campaigns. Instead, Asus hopes to win over consumer spending with more innovative designs.
While Asus’ products today are rarely compared to Apple’s, there’s no question that Asus is innovating with its Eee product line. Asus pioneered the netbook with its early Eee PCs. Now Asus is working on a whole new computer form factor by putting the hardware directly inside a keyboard paired with a built-in screen, set for a release late June.
Asus will soon also compete against Apple in the mobile phone arena with its partnership with Garmin.