When Intel released the Ultrabook, it looked to be the key competitor to Apple's MacBook. That clearly has not happened. Earlier this year, research firm IHS had forecast that 22 million ultrabooks would be shipped by the end of 2012 and an additional 61 million would be shipped in 2013. However, by October, the firm changed its projections drastically, predicting that just 10 million would be sold this year, and only 44 million would be sold in 2013. The problem with the Ultrabook is twofold. Ultrabooks are highly expensive in a market where pricing is everything - the majority cost around $1,000. But the larger issue is the increasing movement to mobile devices such as smartphones and tablets. "There once was a time when everyone knew the 'Dude you're getting a Dell' slogan," IHS analyst Craig Stice said in the firm's report. "Nowadays no one can remember a tag line for a new PC product, including for any single ultrabook.