PC Maker Offers All-In-One, Company Targets Mac Users

by , 3:00 PM EDT, July 26th, 2002

In a somewhat unusual move, a company called Northgate Innovations has introduced a new all-in-one Windows XP machine that it is specifically targeting towards Mac users. In other words, Northgate wants a niche share of Apple's niche share. The PC is called the Integra, not to be mistaken for the wannabee sports car of the same name, and it offers Windows XP, digital video editing capabilities, an FM tuner, and a built in DVD player (or "DVD home theatre"). In addition to the Integra, Northgate Innovations' product line includes other innovatively named products such as the Xbook, a slim portable that also runs Windows XP.

Northgate Innovation's Integra

NewsFactor has published a story on the company that includes quotes from company execs that compare the Integra to Apple's consumer iMac and eMac line, including comments about Apple's G4 processor. From that article:

"Apple users can expect a minimum of 35 percent increase in performance, and a 35 to 40 percent initial cost savings," Northgate claimed.

The Integra is powered by an Intel Pentium 4 processor and runs the Windows XP operating system. The company said it will target consumer, school and home entertainment markets.

"Apple users will be very impressed with Integra," Northgate vice president of sales and marketing T. Ayoub claimed, adding that in his view their processor "does not even belong on the same performance chart" [as Apple's G4].

Analysts, however, are doubtful about the company's taking market share away from Apple.

"They've bundled in the kitchen sink," Aberdeen Group PC analyst Russ Craig told NewsFactor. "They're claiming they're going to compete with Apple because they have the video editing stuff. But to say that you've got a Windows machine and you're challenging Apple is a little weird."

Craig went on to say, "What they've got to do is tell a story that their Windows user interface and their video editing tools are better than what's on the iMac."

The article also says that the units start at US$1009, which appears to be a typo. The units actually start at US$1099, though that one comes with a Celeron processor, as opposed to the fan-friendly Pentium 4 of which Northgate is so fond. You can find Northgate's Integra line at its Web site (note the familiar layout for its products).

You can find more information on the company and its aims in the full article at Yahoo!, which we recommend as a good read. You can find more information on Northgate Innovations itself at the company's site.

The Mac Observer Spin:

Fascinating. Has Apple become so large that PC makers feel like they can eke out a living by taking a piece of Apple's pie? It's more likely that Northgate Innovations sees competing with the King of Toasters, Dell, as a losing proposition and is seeking out easier waters to ply. We wish the company luck in trying to compete with Apple on Apple's own turf -- ease of use, DV editing, digital hub -- while relying on the power of Windows XP itself.

That said, the company's industrial design for the Integra is very interesting. We offer the company kudos on a very good looking machine. Your mileage may differ on that assessment, but we like the way the unit looks.