For years Apple’s products were supported by a niche group of die-hard enthusiasts. Over the past decade plus however, the company has exploded into the mainstream and for several years been the benchmark for competitors.

With the announcement of the latest Spectre PC, HP may have introduced a solution that challenges Apple’s position as the “go-to” premium computer company.

Explaining the company’s motivation to develop products to compete with Apple, Mike Nash, vice president of customer experience, HP, says it isn’t really anything to do with Apple or any other manufacturer, and that HP’s launch of products like the new Spectre laptop is, “making sure our core business is delivering the right things to our customers.”

Taking a look at the Spectre, the PC features a machined-aluminum chassis that measures 10.4mm, as well as Intel Core i5 and i7 processors, an HD 13.3-inch diagonal screen and a Bang & Olufsen (B&O) audio.

“The HP Spectre is the thinnest notebook in the world, and unlike the majority of other super thin PCs on the market, this laptop doesn’t compromise power or features,” boasts Kevin Frost, vice president and general manager, consumer personal systems, HP, Inc. “A beautiful full HD edge-to-edge display, Intel Core i processors coupled with Bang & Olufsen sound, and a sexy and thin design; HP engineers set a new standard with the all new Spectre.”

Nash points out the customer experience in the premium computing market is different than other computing categories. He says users in this category are looking for lightweight products that are comparable to smart devices and MacBook Airs, and they want products with long battery lives.  

He also points out that these consumers demand fast access to services such as email and FaceBook, and are less likely to use products that take several minutes to boot up. Nash states HP worked with Microsoft to ensure the product meets the demands of this consumer demographic.

Another aspect of the premium category that separates its consumers from other computer buyers says Nash is their preference non-touchscreen products.

“Thin device demand is high. Beyond HP, a lot of premium devices were non-touch. That led us to build a device that was non-touch,” explains Nash. “Customers didn’t want to compromise on processors so we designed a 10.4mm aluminum/carbon fiber chassis with a bright display, good Wi-Fi, and we decided to build a device that as fast and light.”

Using a combination of materials, including anodized aluminum and carbon fiber, the new 13.3-inch Spectre weighs just 2.45 pounds. HP says the computer also employs a new hinge system that includes a piston backup to help ensure the laptop opens and closes easily.

Some of the other highlights of the Spectre include its battery capabilities, which features the use of four sub cells that help to minimize the computer’s thickness, while also delivering nearly 10 hours of battery life.

Nash adds that HP also paid attention to critical user elements such as the keyboard and touchpad, its connectivity options that include three USB Type-C ports, 2.4GHz and 5GHz wireless connectivity and provisions for Thunderbolt. Comparing the new Spectre to Apple’s MacBook, Nash says HP’s new premium PC stacks up well to the trendy Apple product.

“Looking at the MacBook, it is 13.3 inches [thick], we are 10.4 inches [thick], as for performance, the MacBook is Core M, in our case, we are Core i5 and i7,” he emphasizes. “The MacBook keyboard is .6 inches. We have travel in ours, the MacBook uses forced travel, but from usage we found that having travel in the touchpad is better. Ports: the MacBook has one USB:C, we have three. This has all been done in response through direct customer feedback.”

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