Ultrabooks Not Selling as Hoped, Globally

Global ultrabook shipments are falling short of expectations in 2012, according to IHS iSuppli. High prices are partly to blame, but also industry ability to cut through all the clutter around new devices. Tablets and smart phones are getting most of the attention, in okther words. 

An estimated 10.3 million ultrabooks will ship worldwide in 2012, according to IHS iSuppli.

That is a reduction from the previous forecast issued earlier this year of 22 million units. In the newly adjusted forecast for 2012, more than half of the shipments for the year are expected to come in the fourth quarter.

Along with the revised figures for 2012, shipments have also been modified for the next year, projected to rise to 44 million in 2013, down from the older outlook of 61 million.

“There once was a time when everyone knew the‘Dude you’re getting a Dell’ slogan. Nowadays no one can remember a tag line for a new PC product, including for any single ultrabook,” says Craig Stice, senior principal analyst for compute platforms at IHS. 

“So far, the PC industry has failed to create the kind of buzz and excitement among consumers that is required to propel ultrabooks into the mainstream," says Stice.