By Technology Editor Ian Bush

PHILADELPHIA (CBS) - It’s the PC’s answer to Apple’s Macbook Air, the ultrabook, designed to be lighter and thinner than traditional laptops. But sales have been slim as well.

Despite an advertising blitz by Intel, “Suddenly, everything else seems old-fashioned;” ultrabooks haven’t exactly been flying off the shelves.

The research firm IHS iSuppli says a little more than 10 million of them are expected to ship this year, with most coming after Microsoft launches Windows 8 later this month.

PC makers want these devices to appeal to people in the market for a tablet; ultrabooks are nearly as quick to boot up and have long battery life.

But consumers haven’t liked the $1000 plus price tag. Analysts say ultrabooks need to sink to around $600 and add touch screens to take full advantage of the new Windows.