/// A Windows Laptop With an Apple Price, but Less Juice

June 12, 2013  |  All Things Digital


[ See post to watch video ] Laptop sales have been tanking as tablets surge. The new Windows 8 is off to a slow start with users. And the hybrid machines that claim to work as both tablets and laptops are still niche products. So what’s a laptop maker to do? Well, most Windows laptop companies are promising to spend this year driving prices down, while continuing to experiment with better hybrid designs. But not Toshiba. The venerable Japanese firm has decided to go upscale, introducing an all-new brand of conventional 13-inch laptops that are positioned as premium products, with prices starting at $1,600. That over-$1,000 market has long been the territory of Apple. But Toshiba figures it can offer buyers with deep pockets the Windows equivalent of Apple’s popular and much-praised MacBook Air, with premium materials, strong specs and a good warranty. It’s called the Kirabook, part of a new Toshiba brand called Kira. I’ve been testing a Kirabook for the past five days and I found it to be a good computer whose strongest feature is a brilliant, high-resolution screen. It’s a speedy and reliable machine that’s thin and light without feeling cheap. The Kirabook’s strongest feature is its high-resolution screen. It’s speedy, thin and light without feeling cheap. But I consider it overpriced for what it offers. It actually costs more than a MacBook Air, but with much worse battery life, an older processor and a design that looks like a lot of other grayish, metallic laptops. There are three models. The top one, which costs $2,000, is distinguished mainly by its use of a very fast processor that average consumers won’t need. The other two models are identical, except the entry-level offering, at $1,600, has a standard, non-touchscreen

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A Windows Laptop With an Apple Price, but Less Juice

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