Apple Rebrands MacBook Air as “the Perfect Everyday Notebook”

Computer now starts at $899, has power-efficient processor for more battery life

Apple has formally announced the new MacBook Air line, dubbing it “the perfect everyday notebook,” featuring the latest Intel processors, more battery life, and a lower purchase price. This is the first time in years that Apple changes the marketing tagline for its ultra-thin notebook.

Although the cat was already out of the bag, Apple published a press release just minutes ago formally announcing the new line of notebook computers.

“Apple today updated MacBook Air with faster processors and lower prices, making the perfect everyday notebook an even better value. Now starting at $899 [€899], MacBook Air features powerful processors, fast flash storage, 802.11ac Wi-Fi, up to 12 hours of battery life and Apple’s iLife and iWork apps, giving you everything you need to handle all your work, all day long.”

Featuring the same design with upgraded inner workings and a lower price tag, the new MacBook Air is now marketed as “The Perfect Everyday Notebook.” According to Apple’s Phil Schiller, SVP of Marketing, there’s no reason to choose anything else over MacBook Air.

“With MacBook Air starting at $899, there’s no reason to settle for anything less than a Mac,” he said. “Macs have never been more popular, and today we’ve boosted the performance and lowered the price of MacBook Air so even more people can experience the perfect everyday notebook.”

The announcement includes some technical details, such as the fact that MacBook Air now sports “power-efficient fourth generation Intel Core i5 and Core i7 processors” that leverage existing power-saving technologies in OS X Mavericks to boost battery life to 12 hours for the 13-inch model and 9 hours for the 11-inch model. That’s almost double the autonomy of rivaling notebooks out there.

The computers sport all-Flash storage with options ranging from 128GB to 512GB for the higher-end, build-to-order options. The entry-level 64GB option is officially discontinued. Each of the new Airs ships with OS X Mavericks, and iLife and iWork free of charge, the company confirms.

“iLife and iWork come free with every new Mac. iLife lets you edit your favorite videos with iMovie, create new music or learn to play piano or guitar with GarageBand®, and organize, edit and share your best shots with iPhoto.”

“iWork productivity apps, Pages, Numbers and Keynote, make it easy to create, edit and share stunning documents, spreadsheets and presentations. iWork for iCloud® beta lets you create a document on iPhone or iPad, edit it on your Mac and collaborate with friends, even if they are on a PC,” says Apple.

The California tech company continues to market OS X as “the world’s most advanced operating system.”

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