Why must we sit here and laugh Apple's main competitors, just because there isnt a shiny Apple badge on the laptop?
The ultra book range is finally meaningful competition to the MacBook Air. Competition is NEVER a bad thing for the consumer (us). If ultra books failed, Apple would be able to sit back and let the money roll in. With competition (such as the Dell XPS13) Apple need to innovate and bring out their best laptops, year after year.
For the XPS 13 specifically, there are a few things that we haven't seen on Apple laptops; carbon fibre body, near-bezelless, etc. Everything else on it looks decent, and overall its definitely a laptop I wouldn't mind owning. Would I pick it over a MacBook Air right now? Probably not, but that doesn't mean that further generations of it wont catch up (or perhaps overtake) the Air. This is when competition starts to benefit us.
There are far too many iSheep on this forum at times.