Acer eyes image change to take advantage of Apple’s blinded followers

Acer is hoping the snap up consumers blinded by Apple’s products by changing its image and offering more products at higher price points that can compete with its fruity competitor’s offerings.

John Miedema, director of product marketing at Acer, told TechRadar that in addition to moving away from a reliance on PCs and focusing on new technologies such as wearables it will be changing its direction when it comes to its core products.

"In 2008 we were very focused on market share and entry level products. Now we're stepping away from that," said Miedema. "We're walking away from the unprofitable stuff."

Related: Hands-on with Acer’s Iconia Tab 7 and Iconia One 7

The grand plan is to develop fewer products that are “a bit less techy” and similar to Apple’s products user experience-wise in order to assist it in cutting into Apple’s lead slowly. It would fit in with CEO Jason Chen’s sentiments back in January that included providing software and services along with the hardware in order to improve the user experience mentioned above.

"In a blind test, people associate the Aspire S7 more with Apple than Acer. But still you'll see a lot of people not considering Acer or still buying the Apple product because it's Apple,” Miedema said. "This is somewhere we're [working on] slowly but steadily to gain a bit more credibility, a bit more brand value to be able to slightly enhance our product portfolio and occupy the higher price points."

Acer is also battling it out for what it admits is “30 to 40 per cent” underneath both Apple and Samsung, the company making no bones about what it must do to win.

"As much as we like to compete on anything else but price, the harsh reality is that this is the main factor being looked at,” Miedema added.

The change of direction follows a rocky few years that have seen it suffer more than most from the decline in PC shipments and meant that the Taiwanese firm has posted an annual loss for the past three years in succession.