Predictably, many are running with this. An Apple computer starting at $799 would be a big deal — the cheapest traditional laptop the company has ever made. The Digitimes report had few details, but the theme that’s emerging in the flash analysis around the idea of a $799 Air is that Apple wouldn’t do it by choice, but would be “forced to” out of some sort of response to the threat of Intel-based ultrabook notebooks — which, mind you, are direct rip-offs of the Air.

It’s not impossible Apple would make a $799 Air. They could, but if they do, it wouldn’t be for the reasons many think.

Apple is not scared of ultrabooks. Intel’s thin-and-light, optical drive-less laptop concept with a solid-state drive and all-day battery life isn’t a monolith. As Dan Ackerman wrote for CNET in March, the term “ultrabook” has been clouded as a marketing term thanks to its overuse by mainstream laptop makers, and there’s not even an accepted definition anymore — it’s essentially the catch-all term for new mid-priced laptops. Apple has never been worried about competing with mid-priced laptops from HP, Dell, Acer or Samsung.

Today, you can buy an “ultrabook” that’s thicker than an inch, is heavier than 4 pounds, has a 14-inch screen, a traditional spinning hard drive, and decent battery life. They’re also priced between $700 and $900, or slightly below the $999 entry level 11.6-inch MacBook Air. In other words — nothing has changed. PC makers have been making laptops for years that could beat Apple on specs and often price and still Apple has done its own thing and continued to rake in profits.

Ultrabooks aren’t actually selling very well. It’s old news that Intel’s $300 million initiative intended to jumpstart this category is having a rough go of it. Holiday sales of the devices were described as “ugly.” And why not, when some consumers are putting off new computer purchases as they migrate some computing experiences to mobile devices such as iPhone and iPads?

People are already buying the $999 Air. The Air is doing fine on its own after beginning life in 2008 as a niche concept and very expensive design. Once Apple redesigned it and lowered the price two years later, it’s apparently done decent business for the company. Apple has never said how many Airs it typically sells each quarter, though analysts pegged the Air as responsible for a little more than a quarter of MacBook sales back in October. It’s also the company’s entry-level computer, so it’s not unreasonable that the cheapest computer would also be one of its best-selling computers.

Apple doesn’t typically do price cuts as a response to competitors. The idea that Intel aiming for $699 ultrabooks would suddenly “force” Apple to move down in price on its successful MacBook Air doesn’t match up with Apple’s practices. Apple has indeed lowered pricing on its most successful products over the last few years. But the way in which it’s cut prices isn’t with a new model — it’s been by lowering the price of older devices.

Apple’s most important product, the iPhone, has remained priced between $199 and $399 (with two-year wireless contract) since 2008 for new models. In 2009 Apple first discounted its popular device for older models. While simultaneously introducing the typically priced new iPhone 3GS, it kept the older model iPhone 3G for sale for the discounted price of $99. The same happened with the introduction of a new phone in 2010 — the 3GS stayed around for $99 — and in 2011, the two-year old iPhone 3GS became free with contract, while the iPhone 4 went down to $99. It has followed a similar pattern with the iPad — with the introduction of the third-generation iPad in January, Apple began offering the year-old iPad 2 for $399 instead of the normal $499 entry price.

So if Apple does decide to price a MacBook Air at $799, it likely won’t be to replace the $999 11.6-inch model that’s selling just fine, but perhaps as last year’s model simply discounted. But in general, this is a Digitimes report we’re talking about — I wouldn’t hold your breath for a cheaper MacBook.

Note: This was updated to clarify that a $799 MacBook Air would be Apple’s cheapest laptop ever, not cheapest computer, and that the first iPhone discount was in 2009.

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Unlike other keyboard cases, Brydge appears more secure: It uses a patent-pending hinge to secure an iPad and allows the entire setup to open up a full 180-degrees. This also allows the iPad to tilt in a myriad of positions instead of being fixed to a few. A nice addition is the option for stereo speakers. You’ll pay at least $30 more for that luxury, but’s a small cost to upgrade from the iPad’s single internal speaker.

The team behind Brydge says the product will work with both the iPad 2 and the newest iPad. Battery life is going to vary greatly due to speaker use, but the Brydge will easily recharge over a microUSB connection. Apple-specific keys are also part of the QWERTY setup, which should come in handy.

I was recently enamored by the $99 Logitech Ultrathin Keyboard Cover for iPad, but I may hold off and back the Brydge instead. The addition of speakers is a big draw, for starters. But on the flipside, the Brydge will add 1.28 pounds to an iPad. As a result, the iPad will not only look like a MacBook Air, but weigh nearly as much as one too!

While the Brydge looks Apple-like, I wouldn’t count on Apple bringing a similar product. Earlier this week, Apple CEO Tim Cook said (in reference to convertible tablets), “You can converge a toaster and refrigerator, but these things are probably not going to be pleasing to the user,” so I don’t expect an iPad to officially converge with an Air.

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CPU Central:

On April 8 Intel will announce Z77, Z75, H77 and B75 chipsets. On the same day we should see numerous reviews of 75 and 77 boards with, well, Sandy Bridge CPUs. Ivy Bridge processors will be announced in the 4th week of April, between April 22 and April 28. The announcement will include only quad-core models: mobile Core i7 and Core i7 Extreme families, desktop Core i7, Core i5-3570K, i5-3570T, i5-3550, i5-3550S, i5-3450 and i5-3450S. The announced chips will be available for sale on April 29.

What does this all mean? An iMac upgrade? Sure, why not. But my best guess is that sometime in early summer we will see the launch of a new 15-inch Macbook Pro that is thinner and lighter. Frankly, the current generation of Macbook Pros are long in the tooth. After you have used the 13-inch Macbook Air, switching back to even the fastest Macbook Pro feels like a step back — it is heavy and feels like a brick. Instapaper creator Marco Arment thinks that there could be two 15-inch machines, a Pro and an Air:

My guess is that they pick two: they make a 15″ Air that drops the Pro’s discrete GPUand downgrades to dual-core 17-watt CPUs, effectively pairing Air-class performance with a larger screen. In a 15″ Air-like chassis, this could be very cool-running and quiet with a great battery life and a significant weight savings from the 15″ MacBook Pro. Apple could plausibly launch such a 15″ Air in June with the 1.8 GHz i5-3427U and 2.0 GHz i7-3667U, also bringing those CPU options to the 11″ and 13″ Airs in a minor simultaneous update. To placate pro users and buy some time until Intel makes lower-wattage quad-core CPUs, Apple could keep selling the current-style 15″ MacBook Pro with fast, hot CPUs and GPUs alongside the 15″ Air.

Earlier this year, after reading a report on Electric Pig, Erica Ogg argued that it makes sense for Apple to merge the Air and Pro line-ups, and they would be better off simplifying things even further for mainstream consumers. What do you guys think?

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It’s been rumored before, but on Wednesday a new report is saying that not only will Apple introduce a 15-inch Air, it will replace the 15-inch Pro, or as Electricpig’s source put it, “effectively killing the Pro for the average consumer.” That is, the 17-inch MacBook Pro might hang around for professionals who need that larger screen. They place the timing of the rollout of new MacBook Airs in April.

The source is a “premium Mac accessory maker” involved in docking solutions. That they would have direct knowledge of Apple’s plans isn’t too likely, but that they would be planning for an updated MacBook would be very much expected.

But whether the source does have direct knowledge or not, expanding the MacBook Air lineup is a very logical step for Apple to take. After using an Air for any amount of time, the Pro, while more powerful and with more ports, feels bulky by comparison.

The Air is no longer an expensive, niche device: the 13-inch Air starts at $1,299 and the 13-inch Pro starts at $1,199. It’s one of Apple’s best-selling laptops — as of last fall, it accounted for nearly a third of MacBooks sold. That’s a good demonstration that Air characteristics that were once considered trade-offs (no optical drive, no ethernet port, less local storage) aren’t barriers for everyone, especially in today’s cloud- and iCloud-centric computing era.

For these reasons it’s fairly easy to see why Apple would want to expand the Air lineup to larger screen sizes and potentially more buyers. But it’s true that the Air isn’t for everybody. Would you be disappointed if Apple discontinued the 15-inch MacBook Pro?

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Apple now has a guaranteed steady supply of high-performance controllers made by Anobit that make the NAND flash used in its mobile devices, especially in higher capacities, perform better. Anobit’s expertise could potentially help Apple improve battery life and storage capacity in future devices, and also lower costs related to flash components, which are traditionally some of the most expensive single components used in the production of iOS hardware.

As usual, when it comes to these strategic acquisitions, Apple wouldn’t comment on its plans for Anobit. “Apple buys smaller technology companies from time to time,” a spokesman told Bloomberg in an interview. “We generally do not discuss our purpose or plans.”

In this case, however, we have a precedent we can look to: Apple used its purchase of PA Semi and Intrinsity to help further its own in-house designed A-series of ARM-based processors. Custom NAND flash modules that have unique optimizations based on Anobit tech could help Apple deliver an even more tightly integrated device/software combo that pushes its existing advantages in terms of power consumption, speed and product margins further still.

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The MacBook Air was the only notebook that saw increased shipments during the quarter, according to Digitimes Research, which said on Monday that notebook shipments slowed by 8.7 percent sequentially to 48.59 million units worldwide during the quarter.

In Apple’s last quarterly earnings report, it reported 4.89 million Macs sold, meaning if we use Digitimes’ estimate of 1 million MacBook Airs sold, the notebook represented roughly 20 percent of the total. We know Apple’s iMac is also performing well, but it’s logical to assume the Air is growing in influence in terms of the overall Mac picture. Expect that trend to continue, since analysts expect the so-called Ultrabook category to explode in the next six years.

Apple doesn’t usually break out sales of individual Mac lines from the overall Mac category total, but it will still be interesting to see if it has any official comment on the success of the Air during its quarterly earnings conference call on Jan. 24.

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Doing it before it was cool

The iMac was an all-in-one long before the form factor was popular, although it arrived much later than its own predecessor, the original Macintosh computer. Still, at the time the iMac arrived, the competition was all about separate towers and monitors. All-in-ones had trade-offs that seemed considerable at the time, including fewer customization options and no opportunity to really get into the high-performance range of personal computing.

Fast-forward to today, 14 years after the introduction of the first iMac, and it is the computer with the lion’s share of the hottest growth area in desktop computing. According to DisplaySearch, as reported by Bloomberg on Wednesday, the iMac accounts for 32.9 percent of the all-in-one desktop market, which itself grew 39 percent over the course of 2011 to 14.5 million shipments worldwide. DisplaySearch believes that the market will reach 23.3 million units by 2014, and Apple looks likely to lead the pack, since its next-closest competitor is Lenovo, with 22.7 percent of all-in-one sales.

Early investment pays later dividends

Apple doesn’t always strike a vein when it comes to early, unusual designs for its computers. The G4 Cube is a prime example. But that doesn’t mean they don’t bear fruit. The Cube formed the groundwork for the Mac mini, which succeeds as an HTPC and an inexpensive Mac desktop option. Likewise, the early MacBook Air, which was expensive, somewhat underpowered and mostly admired from afar, paved the way for the current generation of sleek, fast, awesome general-use machines.

Apple worked out its ultraportable teething issues early, while competitors either looked on in disbelief that anyone would want such a device (its downsides vs. traditional notebooks were similar to the iMac’s flaws regarding user customization and repairs) or offered even more half-baked attempts at competing, like Dell’s Adamo. The first iteration of the MacBook Air meant Apple was ready to come back cheaper, faster and stronger.

Playing catch-up

Now Intel is prompting other notebook manufacturers to jump in late and try to capitalize on the demand for ultraportables. CES pitches are littered with the term, and it seems like every PC maker is planning an Air-like notebook for release in the near term. But the iMac’s doppelgängers haven’t managed to dethrone it, and I highly doubt we will see the notebook market behave very differently.

With both the iMac and the MacBook Air, Apple managed to successfully skate to where the puck’s going to be, and in doing so it has put itself at the fore of growth areas in overall markets (desktop and notebook PCs) that are otherwise sluggish. For users, that means both the iMac and the Air will be among Apple’s most exciting products to watch in 2012 and beyond.

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Natural beauty

The Blackbox is a handmade case, currently available for iPad 2 and MacBook Pro. I got the chance to check out the upcoming MacBook Air version, and it’s a beauty in natural bamboo. The good looks owe as much to the craftsmanship as to the materials, as this is one clean-looking case with smooth lines that echo those of the MacBook Pro case created by Apple’s own industrial designers.

Rugged and ready

The experience of having your MacBook Air in the Blackbox feels a little like nestling it inside a cutting board, and that’s a very good thing. Thanks to the leather strap, the corners of your computer are protected, and a snug, secure fit is guaranteed. The wood feels solid despite being hollow, and there seems to be almost an inch of coverage on the edges, making sure that there’s no weak connection points that will come apart or snap apart during a minor tumble. It also means you can stack plenty of weight on top of the case with your computer inside without worrying about hurting your Mac.

Life resistant

Blackbox cases are treated with a water-resistant finish that helps enhance their good looks and also make sure that an accidental spill won’t fry your machine. I tested it out by dripping a bit of water on top and then wiping it clean; definitely looks like it’ll hold up to all but the most grievous of Starbucks incidents. Thanks to the weight resistance and a very snug fit, it should also stand up well to be tossed in a bag with other loose kit. Just make sure there’s nothing in there with edges that might scratch the exposed portion of your MacBook, as the top is open save for the strap.

Not trim, but light

The one downside, especially if you’re using an Air mainly for its portability, is that this case does add considerable girth to your device. In fact, it more than doubles the height of the Air at its thickest point. But the Blackbox is surprisingly light despite its added bulk. On its site, Blackbox says that the existing versions only add around 1.5 lbs, and I’d say that’s about where the MacBook Air model is, too. It’s not heavy at all, considering how durable these things are.

A good friend you see only once in a while

That’s how I’d best describe the Blackbox MacBook Air case. You won’t need it every time you need your Mac, but for adventurous outings, and times when bringing dedicated computer bags separate from your other luggage isn’t practical, the Blackbox is a rugged performer that’ll give you peace of mind when transporting your valuable, but fragile-feeling MacBook cargo. It isn’t yet available on the Blackbox site, but according to the Kickstarter site for the project it’ll retail for $109 when it arrives sometime soon.

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According to its CEO François Prudent, who spoke to French newspaper Le Figaro (via AppleInsider), eBizcuss saw a 30 percent decline in business during the third quarter of 2011 due to stock shortages of iPad 2 and MacBook Air computers. That wasn’t due only to their popularity, Prudent claims. Apple’s tendency to prefer its own retail outlets when shipping new stock contributed significantly to its inability to meet customer demand. Likewise, the iPhone 4S has been in short supply in the fourth quarter, Prudent says.

EBizcuss has spent around $6.5 million getting its point-of-sale system up to scratch with Apple’s very specific criteria. Also, Apple also has taken away eBizcuss’ business customers by offering them prices that the third-party reseller can’t possibly match, since they undercut what it pays Apple itself for the hardware.

Apple’s practices have been the subject of legal action before. MACadam, an Apple reseller that shuttered its business in 2005, joined together with other third-party Apple partners to file a class-action lawsuit alleging unfair business practices, among other alleged wrongdoings. According to both that suit and this new one, Apple has preferred its own retail operations for available inventory since they began opening around the world.

Almost every time Apple unveils a new product these days, especially in the mobile space, early demand leads to supply shortages. According to Apple executives, these shortages result from Apple’s not being able to make product fast enough to keep up with consumer appetite; but these accusations suggest that when new stock does come in, it goes to Apple’s stores and online customers first. That would indeed harm the business of outside resellers, since customers will go with the retailer most likely to be able to meet their needs in a pinch.

Back in February, Dave Greenbaum talked about how Apple’s approach to dealing with its third-party reseller and service partners is beginning to look like outright hostility. This latest suit suggests that the problem isn’t improving as Apple’s own retail reach expands and its website continues to be a hit with consumers. After all, if Apple can sell direct, it will: It recoups more money and builds a stronger direct relationship with customers than through third-party sales. But is it worth costing the Apple user community the benefits of the local independent Mac shop forever?

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Apple actually already uses an Anobit chip that improves the performance of flash memory using digital signal processing (DSP) in its iPhone, iPad and MacBook Air. It could be useful to help expand the available onboard storage in future iterations of these devices. By acquiring the company in its entirety, Apple can ensure it has continued access to a key competitive differentiator.

Official details on price are still unknown, but earlier reports pegged the amount being negotiated between the two companies as somewhere between $400 and $500 million for the 200 person firm. It has been suggested that Apple will open an R&D center in Israel, its first such facility outside the U.S., and it is possible the Anobit acquisition could have something to do with those plans.

The office of Israeli Prime Minister Benjamin Netanyahu tweeted a welcome to Apple on Tuesday morning, congratulating the company on its “1st acquisition here,” and assuring the company that it will “benefit from the fruit of the Israeli knowledge.” It’s not clear whether the PM’s office is just reacting to the news reports, however, or if it has inside knowledge of the deal’s progress.

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