Fujitsu is attempting to succeed where brands like Dell and Bic have failed by offering a line of laptops aimed at women. But the "feminine" color choices and inclusion of horoscope and scrapbooking apps may raise some eyebrows.
The "Floral Kiss" series of laptops was ostensibly designed by women, for women — but apparently the only kind of woman they think exists is the kind that enjoys flower prints and gold detailing.
The laptops come in three colors: elegant white, feminine pink, and luxury brown, and the keys are decorated with "exquisite" gold and diamonds "for a sophisticated look."
But while these stylistic choices may be stereotypical, it has to be acknowledged that most laptops have a fairly utilitarian design, and this faux-luxury look may actually be welcomed by some consumers.
Unfortunately, Fujitsu has also seen fit to include three applications they think women will enjoy: a diary, a scrapbooking app, and a daily horoscope. Many women may indeed be interested in apps like these (Pinterest, for instance, is very popular among women), but to treat it as a universally-desired feminine need may strike some as sexist.
Previous efforts to court women with floral prints and "just for her" design have been met with ridicule. Dell's short-lived Della series of computers included apps for working out and storing recipes. "Bic for her" pens are still for sale, but attracted widespread mockery, with hundreds of people posting fake reviews on Amazon.
The Floral Kiss laptops aren't particularly remarkable hardware-wise. The only specs listed are a Core i5 processor and 500GB hard drive; no mention of RAM, video card, ports, or anything else. Clearly these computers are style over substance — which is apparently what Fujitsu thinks women care about.
Devin Coldewey is a contributing writer for NBC News Digital. His personal website is coldewey.cc.