Intel is embarking on a branding hard work that is made to make it much easier for customers to pick out a laptop that achieves a minimal set of prerequisites for battery existence and pace. Beginning now, you will commence to see a label that says “Engineered for mobile performance” upcoming to laptops that final 9 hrs on a charge, go from rest to searching the internet in beneath two seconds, and carry out just as rapidly when unplugged.
Intel says laptops that get the label will have to have to pass a verification procedure with Intel’s engineers, and it has much more than 100 partners on board.
For a assortment of motives, it will not be as huge of a deal as “Intel Inside” was in its day, nor would it be honest to contact it the de facto successor to the “Ultrabook” brand you might have heard of. Intel is not calling it a brand or even a label as a substitute, it is a “visual identifier.”
It is a half-hearted try to give customers an simple way to know they are getting a much more contemporary laptop, but it does not have the brand electrical power of these earlier efforts. Nevertheless, it is a thing closer to what I anticipated Intel to do when it initially announced the shopper-pleasant Undertaking Athena initiative to hold suppliers to a larger common. But it forgot to produce any meaningful way for purchasers to know which laptops really meet its prerequisites.
Intel says it is producing this optional “visual identifier” so customers can realize these much more contemporary laptops when they see them in bodily and digital outlets. Dell will use the “visual identifier” to enable promote its new XPS 13 two-in-one laptop (the initially licensed Undertaking Athena design and style), which just transpires to be available for purchase starting today.
Weirdly, Intel says the “Engineered for mobile performance” indicator is explicitly not a brand or a brand, which appears incorrect on its encounter. Probably Intel defines these matters in a different way than most of us do. It is also not a sticker you will discover on real machines, which I’m satisfied about due to the fact palm rest stickers suck.
Intel’s hard work right here does make sense in terms of the general context of its market place place: its chips have acquired a popularity for not becoming as battery-pleasant as ARM-based mostly choices. When ARM-based mostly Windows laptops are even now not as quickly as Intel-based mostly ones, they do have super extended battery existence and are ready to wake much more rapidly from rest. People are exactly the specs that Intel is touting with this “Engineered for mobile performance” label.
What worries me is that this not-a-brand and the total Undertaking Athena plan are even now fully optional. I stand by these phrases I wrote in Could:
I suspect OEMs will simply submit laptops that they by now know will realize success — and I wonder if it’ll get a great deal adoption even then. Companies look to be awfully fond of becoming ready to market that their laptops can final 24 hrs on battery, and I cannot see them quickly agreeing to promptly chop that variety in half.
Intel says we can also assume to see the “visual indicator” applied on item pages for the HP EliteBook 1040 and HP EliteBook 830, and it is asking all of its prospects and merchants to start out utilizing it.