X-bit Labs writes AMD does not consider Intel's ultrabook initiative as an imminent success. The chip designer intends to offer competitive chips, but believes ultrabooks will have a hard time competing against Apple's MacBook Air.
Intel wants ultrabooks to employ its latest-generation microprocessors, use latest technologies available from other developers and still maintain relatively low costs. But AMD believes that there are many ways to address the market of ultra-portable mobile PCs: some may want extremely cheap netbooks with extended battery life and other may want to have powerful multimedia capabilities.
“We have been on the market with our ultra-thin strategy for some time. We have always believed there was a sweet spot in the market: the extreme sort of portability with beautiful aesthetic and very thin designs. […] We have Llano silicon solution today that delivers as good or better battery life than Intel and better all around visual experience. […] The Brazos platform [for low-cost systems] has been a runaway success for AMD,” said John Taylor, the director of client product marketing and software at AMD, in a brief interview with X-bit labs.