The Kirabook is designed to be the Windows equivalent of the MacBook Pro with Retina Display, or the Chromebook Pixel: it's uncompromised hardware, a true flagship device for those willing to pay for it.
They told me "we're lighter than Air," and compared "apples to apples - our apples to Apple's apples." While other manufacturers have raced to the bottom and to the lowest common laptop denominator, they said, Apple has stolen the high end with an enduring focus on quality. While showing me the new Kirabook, the highest-end ultrabook the company has ever made and the first in a new line, the company's product managers and PR reps couldn't stop talking about Apple. That's what made my last meeting with Toshiba so odd. They refer to "our competition," or "other players," or "similar devices." Every company wants me to believe it's the only company on the planet, that any others aren't even worth the lip service. Typically when I meet with a manufacturer to talk about new products, they're coy about mentioning their competitors.
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