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Vaio PCs are returning to the U.S. to target creative Mac users

by Killian Bell | August 19, 2015August 19, 2015 4:11 am PDT

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Vaio PCs are returning to the U.S., 18 months after the Vaio business was sold off by Sony to Japan Industrial Partners (JIP). The new lineup will offer high-end specifications that target creative professionals who currently use Macs.

The Vaio business was unprofitable under Sony, which is why the company decided to let it go, but after building up the brand in its home country, Vaio Corp is ready to expand it. It has chosen the U.S. and Brazil as its first international markets.

Just like Sony’s Vaios, Vaio Corp’s will be high-end models with powerful specifications. Its first device headed for the U.S. is a “monster tablet” called the Canvas Z, which has a detachable keyboard, and is powered by an Intel Core i7 processor, 16GB of RAM, and a 256GB SSD.

Vaio Corp’s CEO, Yoshimi Ota, says the company isn’t interesting in selling large volumes of affordable machines; the company wants to target smaller, specialized markets like creative professionals, who pay more for the latest and greatest specifications.

“Vaio first wants to attract graphic designers, photographers and others who now use Apple Inc.’s Mac computers because there are no good alternatives among computers running Microsoft’s Windows operating system,” reports The Wall Street Journal.

“We are not interested in cheap models for everyone,” Ota added.

Vaio’s Canvas Z will be available in the U.S. through Vaio and Microsoft on October 5, and prices will start at $2,199. Pre-orders will begin in the middle of September.


Killian Bell

Killian Bell is a 20-something technology journalist based in a tiny town in England. He has an obsession with that little company in Cupertino...

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