Intel’s AppUp Expands with Focus on Ultrabooks

Posted on 28 September 2011 by

Echoing what we reported a few days ago is the official announcement that AppUp, the Intel-funded app store for Meego, Windows and Tizen will expand its product focus out to all PCs. Originally Intel had a keen eye on the Atom ecosystem for AppUp but by moving to support HTML5 apps, they think that all PC platforms could benefit.


Peter Biddle who heads-up the AppUp project at Intel had this to say in a blog post introducing the AppUp Elements conference in Seattle.

“Today we disclosed the expansion of the Intel AppUp program to support all PCs with a special focus on the new class of super-slim PCs known as UltrabooksTM. Intel expects as much as 40% of the worldwide laptop market next year to be captured by Ultrabooks, and with fast processors coupled with slick designs this is clearly another massive market for developers.”

There is no doubt space for an application store for Ultrabooks as they become more lighter, more personal, more available and with the introduction of Windows 8, more dynamic but we wonder just what HTML5 apps would make a successful showing on the Ultrabook platform when one of the key features of Ultrabooks are that they offer a full desktop-like experience for full-fat native apps. Snacking apps could be covered by Windows 8 Metro store, also an HTML5 channel.

Some opportunities come to mind though.

  • Remember crapware? Wouldn’t it be easier if it was delivered through a channel that could enable instant purchase? Bundles of apps could be installed and, importantly, removed at the click of a button. Turn crapware into friendlyware!
  • There’s also the native Windows channel. AppUp isn’t just about HTML5. Angry Birds is a great experience through AppUp as are a number of other top-tier titles that are clearly optimised for Windows and X86
  • If developers do see AppUp going out pre-installed and Ultrabooks reach 40% of the market, a cool 100 million devices, there’s a stimulus there.
  • As HTML5 evolves, we could see high-end software being written. On that note I want to highlight that Intel were very proudly showing off their HTML5 acceleration techniques for Ivy Bridge at IDF this year. Could Ultrabooks be the first platform to bring a real performance kick to HTML5?
  • HTML5 does allow mobile apps (AppUp will be offered for mobile devices) to migrate to the desktop. In the world of social networking apps where the mobile version often gets the best features first, that’s a good thing.

With Windows Metro and the Google Chrome app store also likely to be fighting for your credit cards, it isn’t going to be easy for AppUp but it’s an opportunity they can’t pass-up. If it works, it’s will be a great value-add for all types of PC.

AppUp is already available for Windows here.

The Ultrabook session at Intel AppUp Elements conference is up shortly after the time of this post. Updates will appear below.

Update from the Elements Conference Ultrabook overview:

There wasnt much in the first of the two Ultrabook presentations at Intel AppUp Elements but thanks to Sascha Pallenberg, reporting from Elements for Netbooknews, we got a copy of the slides and have two that are of interest.

The first, (click to view) shows a nice summary of ‘why.’ More interesting is the title. ‘Business and Consumer.’ There are two target markets but in many cases, these will overlap. It’s about using one device for your personal timeline, regardless of whether you are working or not.


The second slide of interest shows the Ultrabook vision. I haven’t seen Intel be this open about the future plans for Ultrabooks until now.

Again, click to enlarge and see the mention of touch, tablet and a minimum 12hr battery life. Reduction of connectors and sensors also feature. Timeline: Unknown but it feels like a Haswell target.

Feedback welcome below.

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