There are only so many people willing to spend $1,300+ on a finger-thick machine, and many of them are already loyal Apple customers. The reality is, the average consumer wants to believe they're buying a premium product, but they don't necessarily want to pay premium prices.

It's a tough nut to crack and most PC makers have failed when it comes to ultrathin notebooks, whether by charging too much or cutting too many corners. Striking a balance between both extremes, HP's Folio 13 kicks off at an attractive $900 while packing the same core componentry you'll find in even the priciest of ultrabooks.