When you think of a brand-new laptop, does ASUS make your short list? If it does not, ASUS is a brand that, over the last few years, has been breaking the PC laptop mould and bringing innovation to the market. Innovation that is not gimmicks but actual features that make sense.

I declare that I am a guest of ASUS at their recent enterprise summit in Singapore. What surprised me was that ASUS’s 2025 sales revenue for consumer PCs exceeded those of the big brands, HP and Dell. Overall, ASUS is number 2 in the worldwide laptop market.

A very bold move at this event: they had on display not only their own products but also their competitors’. Their new business PC, the ASUS ExpertBook Ultra, has many small features that make it worth considering over other options. See our review of this new laptop here. To demonstrate why they believe this product is so good, they asked attendees at their event to compare its performance, durability, and usability with competitors’ products. This is a very bold move, and most companies tread very carefully when comparing themselves so openly with the competition.

ASUS is calling its new Laptop the flagship of the entire laptop industry and believes its tech empowers people more than others.

I have been using the PC for a month and will return it this week. My key takeaways are 1. The durability of the product is impressive 2. ASUS has made a product with features attractive not only to users but also to the IT departments that must manage them. This machine is super responsive. 3. When using it everything happens fast.  Going back to my old PC feels like going back to an old smartphone after having experienced the latest.

It has the best of everything, which isn’t for everyone, as this superior technology comes at a price to match. This aside, it further proves that ASUS, as a brand with its greater range, should be considered, especially if you want the current best.

Some of the features that I liked about the ASUS ExpertBook Ultra that is not in the brochure include:

• Can be charged, be it very slowly, from a USB-C cable with as little as 15W (5V@3A)
• The warranty covers all parts, including the battery. Other vendors have a shorter warranty on batteries
• Smallest footprint laptop for a 14-inch display
• They have a self-maintenance program, which is great for businesses with a fleet of laptops, where ASUS will train your IT person, then send them warranty parts so you can fix your own Laptops and get the user back online faster

During the conference, it was also interesting to hear from Microsoft and their thoughts on the Ultra. They, of course, looked at the laptop running Copilot PC and quoted 19 hours of battery life whilst web browsing (ASUS quoted up to 27 hours of video playback). Microsoft measured 3.5x faster performance and 2x Office productivity.

Google also spoke, and a scary key statistic they shared was that 98% of organisations have unsanctioned AI apps running in their environments. This further alarms when they quote that 43% admit their sensitive information is being shared with public AI. Google has launched tools to discover these breaches, enforce protection and introduce Governance.

My takeaway for small businesses is that ASUS is making PCs for a better user experience rather than just adding the latest tech, unlike most other vendors. That said, if you can afford this new laptop, you will not be disappointed; it has class-leading tech. Remember, you can have all the tech in the world, but your employees remain the biggest risk to your organisation’s data security. AI PCs are the future, but also the risk.