It's no secret that Intel wants its ultrabooks to be the next big thing. To that end, Intel is said to be investing a cool US$300 million to help market ultrabooks.
However, there are rumors that indicate that Apple wants to gatecrash the ultrabook party by releasing a US$799 MacBook Air. The current generation MacBook Air begins from US$999 and is, of course, the ultraportable notebook by which all ultrabooks are judged. Therefore, a US$799 would be extremely tempting and it could seriously make a dent in Intel's push for widespread ultrabook adoption.
However, this is completely unlike Apple as it does not engage in price wars against its competitors. Instead, the company chooses to differentiate itself based on other aspects such as design and user experience. Then again, this is Apple we are talking about after all; and with new CEO Tim Cook at the helm, who knows?