Asustek Takes Aim at Apple With Latest Tablet

Aug 02, 2011 Ι Industry In-Focus Ι Electronics and Computers Ι By Ken Liu, CENS
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Taipei, Aug. 2, 2011 (CENS)--Asustek Computer Inc. is reportedly planning to fight off Apple with its latest Transformer-coded tablet PC in anticipation that Apple will cut down prices of its iPad 2 when launching iPad 3 at retail prices on par with iPad 2's launching prices.

Industry executives estimated Apple to offer discounted prices for iPad 2s in order to clear inventories before launching sales of iPad 3s by this Thanksgiving or next year. They forecast iPad 3s would go on sales at the same prices as iPad 2s' launching prices.

If so, iPad 3s will pose a threat to non-Apple tablets. To counter, Asustek is reportedly planning to introduce its next generation of Transformer laptop, which doubles as tablet by removing an optional keypad, in October this year.

People familiar with Asustek's plan say Asustek is working with its components suppliers on developing advantageous designs that can compete with iPad 3. They point out that 2G Transformer is lighter, thinner, quicker in response to switch on and off, and longer in battery work hour on each electrical charge. Asustek is said to offer one definite price tag for 2G Transformer to get rid of speculation on further price markdown, which can inspire consumers to delay the purchases.

Upbeat sales are expected for 2G Transformer as sales of its predecessor are impressive. Asustek sets to ship two million 1G Transformers throughout this year.

Industry executives pointed out that Asustek is among the non-Apple tablet makers that are gearing up to fight off Apple.