Apricot returns to target mobile workers with sub-laptop product


Apricot returns to target mobile workers with sub-laptop product

Simon Quicke

In an announcement that will spark a feeling of nostalgia for a generation of thirty something's the brand of Apricot Computers is making a comeback.

Apricot is the second brand that has been resurrected by Shahid Sultan, who re-launched Acorn back in May 2006 using the Computer Trade Show in Birmingham as the venue to take the wraps off its laptop range.

The aim of re-launching Acorn was to try to exploit the pedigree the brand had in the education space and Apricot will be appealing to the same market with its PicoBook Pro, which is a sub-laptop that retails at £279.

In a statement, Sultan said that its product would also be aimed at mobile business users and home workers.

"Many offerings in the sub-laptop market are missing the point. A mobile PC user fundamentally wants to be able to connect to the internet whenever and wherever they are and to be able to use it for a prolonged period of time, without needing to charge the batteries," he said.

The reappearance of the old brands has led to a wave of nostalgia with the 26th anniversary of the BBC microcomputer being celebrated earlier this year and the BBC currently running a quiz to see if you can identify old machines, including one of the original Apricot models.

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