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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Step one: Find out if your Mac can handle it

Not all Macs are eligible for memory upgrades, or at least not ones you can perform easily at home. Some might already be equipped with their maximum supported memory, and some might have more difficult to replace memory kits, like the MacBook Air does, for instance. But in general, you can find out if your Mac could take on more memory by checking your system stats.

In Lion, this is easy. Go to the Apple menu, click “About this Mac,” and then click “More Info…” Then, click the “Memory” tab along the top and it’ll show you how much memory you currently have installed, and the capacity of each individual module. In my example, I have 4 x 4 GB modules installed on my iMac, which is the most this model officially supports. Many base configuration models of iMacs currently available ship with two slots free, as mine did before I upgraded.

To find out the maximum memory your model supports, you can do two things. First, click the link in that Memory information page that says “Memory Upgrade Instructions” to be taken to the relevant Apple support site for your computer. So long as you know when your computer was released, you can find all the information you need, including Apple’s maximum memory capacity for your specific model here. If you need to find when your Mac was released, check our guide for finding that out.

You can also take a second option, which is to visit OWC, find your Mac of choice under the “Memory” section and see what options the site provides. OWC actually offers kits that provide memory in capacities that often exceed Apple’s official supported specs, but will still work fine with your hardware.

Step two: Figure how much memory you need to upgrade

OWC is a great resource for figuring out how much RAM you need to purchase to upgrade. Navigate to the Memory section on the OWC homepage, then find your model of computer. Now, the site will provide you with a number of options for memory upgrades and replacements. OWC had basically done the thinking for you, so you can just click on a combo package greater than your current memory configuration and not worry about whether or not the modules will work with each other or your machine.

The other benefit of going through OWC is that they have very fair prices, and they even offer rebate pricing on the memory that shipped with your Apple computer. You won’t get much, but it’s more than you’d make by throwing your old RAM in the garbage.

Step three: Install the RAM

Following Apple’s installation guides is the best way to go about replacing your RAM. Here are links to the instructions for upgrading iMac memory, Mac mini memory, MacBook Pro memory, and MacBook memory. It’s not difficult and requires a minimum of tools, but you will need a small screwdriver, like one you’d use for eyeglasses repair, in order to replace memory on iMacs and MacBooks.

Step four: Enjoy considerable performance boosts

When I upgraded my 2011 iMac from its basic 4 GB of memory to 16 GB, it was definitely like getting a new machine. Things never grind to a halt anymore; I can run Photoshop alongside other demanding applications without major slow-downs; and my computer seldom requires an actual restart or power-down to get things moving smoothly again. The entire upgrade cost me less than $100, too.

If you love your Mac but find yourself less than impressed with its performance lately, a memory boost could be just the thing to put the spark back in your relationship.

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Apple spent $17.3 billion on semiconductors in 2011, driven mostly by the popularity of the iPhone, iPad and solid-state drives that ship by default with its MacBook Air. Apple’s spending increased 35 percent from 2010, when it spent $12.8 billion on semiconductors. HP, which had spent $17.6 billion in 2010, saw its PC shipments decline 16.2 percent year over year in the fourth quarter of 2011. That, combined with a lackluster year overall for PCs, drove HP’s spending down to $16.6 billion in 2011.

It is no coincidence that Apple’s biggest competition on the mobile device front was also its closest rival when it came to semiconductor spending. Samsung spent $16.7 billion in 2011, a 9 percent increase over its spending in 2011.

Apple’s massive spending on semiconductors is a result of huge sales of its products, but that kind of spending power will also help it continue to secure and maintain its supply-chain advantage. Expect to see the gulf between Apple and HP in terms of this measure of success widen further, as mobile devices increasingly overtake PCs as the central device in users’ daily lives and as Apple continues to shift its focus to notebooks and computers that rely more on solid-state storage.

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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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“Thunderbolt” is turning up in my inbox quite a bit, with pitches for Thunderbolt docks, drives, adapters and expansion devices. No doubt that is helped in part by the news that Thunderbolt will be coming to computers from select PC vendors, including Acer and Asus, arriving sometime in the second quarter of this year. But it also helps that nearly all of Apple’s line of computers, including its popular iMac desktop, have put Thunderbolt into the hands of a much broader potential market of peripheral shoppers.

Some of the products on tap include more-traditional external drives than we have seen to date, with SSD drives from usual-suspect Mac accessory makers like Elgato and OCZ. These drives still are not exactly aimed at the average computer user, since they will reportedly come in starting at $400 for storage sizes of 128 GB and up. But they should be a hit with pro video and audio editors, as well as the semi-pro or serious hobbyist crowd.

Much more interesting to mainstream Mac users are devices like the Belkin Thunderbolt Express Dock, which should arrive in September and will boast three USB 2.0 ports, one Firewire 800 connection, a Gigabit Ethernet port, one 3.5 mm audio jack and two Thunderbolt ports. Basically, it provides a lot of what the Apple Thunderbolt Display offers but without the screen and for a heavily reduced price of $299. For users who want a quick and easy docking solution for plug-and-play home theater connectivity, this is a good solution and cheaper than many receivers.

Another solution that average users might get some use from is the Thunderbolt eSATA hub shown off by LaCie at CES. It features connections for up to two eSATA-connected drives via one Thunderbolt port, along with a second Thunderbolt port for daisy-chaining. ESATA drives are loads cheaper than their native Thunderbolt equivalents, and with top speeds of 6 Gbps, eSATA is still plenty fast for most users. No word on pricing yet, but this one is coming soon: within the first quarter of 2012.

LaCie also unveiled a dual 3.5-inch drive enclosure called the 2Big that hooks up via Thunderbolt, with size offerings of up to 8 TB of total storage planned. I wouldn’t expect this one to be within the average consumer’s price range, but the more the tech is adopted at all levels, the better the potential of lower prices across the board.

Some of these items are still pro-focused and the others aren’t exactly cheap, but at least accessory makers finally seem to be embracing the possibilities that Thunderbolt offers. With cheaper third-party cables and maybe some USB 3.0 cross-compatibility, this should be the year we see the Thunderbolt port get used for more than just Mini DisplayPort connections.

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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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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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Shopping time is almost up for this year’s holiday season, but shipping deadlines have yet to elapse completely, and stores will still be plenty busy. In this week’s installment of our ongoing series, we’re looking at power accessories for Apple devices that could make great last-minute gifts and/or stocking stuffers.

Best backup battery: Just Mobile Gum Plus. There are a lot more solid options in this category than there were, say, a couple of years ago. But the Just Mobile Gum Plus wins for a number of reasons, including its high capacity (4400 mAh, enough for up to three charges for your iPhone), good looks and small, easily pocketable or stowable design. The Gum Plus is $69.95 plus shipping.

Best iPhone battery case: Mophie Juice Pack Plus. The iPhone battery case market is likewise crowded, but there are a few that have stood the test of time, and the Mophie Juice Pack Plus is one of them. Even considering the unfortunate recall that happened this year with its iPod touch model, the Juice Pack Plus is the best-in-class when you’re looking for something for your iPhone 4 or 4S extra battery life needs, because of its 2000 mAh capacity and pass through volume and sleep/wake controls. The Juice Pack Plus retails for $99.95.

Best charging adapter: PlugBug. The PlugBug from twelveSouth is a clever and invaluable add-on for people with a variety of Apple mobile devices. It’ll help convert your MacBook adapter so that it can also do double duty and charge your iPhone or iPad at the same time from the same outlet. Plus it can act as a standalone iPad charger and comes in an eye-catching red design that makes it harder to miss when you’re doing that final visual sweep of your hotel room. At the Apple store online, the PlugBus is $34.95

Best charging cable: The Magic Cable Duo. Innergie’s clever little cable with in-line, swappable 30-pin Apple dock connector and micro USB is able to charge pretty much any modern mobile device, including the above-mentioned Mophie Juice Pack Plus, as well as any Apple iOS gadget. The Magic Cable Trio adds mini USB to the mix, but we’re willing to bet that for most up-to-date gadget geeks out there, the Duo will cover all the necessary bases. The Magic Cable Duo sells for $19.99 on its own.

That’s our list, but feel free to argue our choices or voice your own suggestions in the comments.

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Challenges with high-res displays

Apple would have to address significant challenges in order to bring a 2880×1800 resolution display to a MacBook Pro, which DigiTimes reports is in the works. Currently, the max screen res on the biggest MBP is 1920×1200, so a bump up to the reported resolution wouldn’t require a doubling of vertical and horizontal pixels, but it would be a considerable step up.

And taking that step would come with a cost in terms of requiring more processor power, and in terms of battery life, too. Also, producing high-res displays at scale is a tricky thing; the higher the resolution, the more difficult it would be for Apple to produce screens in THE numbers they require. But, next-generation chips from Intel could address some of these problems, especially as Intel says it’s investing more on graphics and media.

What Apple stands to gain

Some might think that Apple stands to add relatively little to its MacBook Pro with the introduction of a much higher-resolution display; Apple’s notebook market share has steadily risen for many years, after all, and the last time it changed its max resolution at the top end of its laptop offerings was in 2008. Do users really need higher resolution in a notebook?

The short answer is yes. Digital graphics and video pros invest in larger-screened MacBook Pros precisely because of their real estate advantage relative to other computers. Advancements in this area mean that Apple can continue to maintain a competitive advantage with pro users who still seek portability as well as power, and don’t want to depend on connecting to an external display to accomplish certain tasks. And with HD resolution offerings set to become more common among PC laptops, any measures Apple can take to stay ahead of the game will go a long way in terms of consumer perception.

OS X Lion also suggests that this is something Apple has been working toward for a while now, since it contains resolution independent features that allow developers to include “2X” graphics resources just like those found in apps compatible with the iPhone’s Retina Display. That the system is basically ready to go in Lion suggests the introduction of Macs that can take advantage of it during the lifetime of that OS.

Less of a leap than you might think

A jump up in resolution is actually something Apple is just about due for in its MacBook Pro line anyway. And the proposed change isn’t about something as dramatic as doubling res, as it is with the rumored iPad 3. It’ll no doubt be a big step up, but one in a key area that consumers will easily be able to see and experience, which is crucial in a market where big, visible feature changes are now relatively few are far between.

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