Asus introduced its flagship ExpertBook Ultra in the United States, boasting a lightweight design, advanced OLED display, and robust security features for professionals, but its premium $3,599.99 price has raised eyebrows in a competitive market.
- 14-inch 3K OLED touchscreen with 120Hz and 1400 nits brightness
- Intel Core Ultra X7 processor, 32GB memory, 1TB PCIe 4.0 SSD
- Enterprise-grade security features including Microsoft Pluton and TPM 2.0
What happened
Asus unveiled the ExpertBook Ultra in the US, positioning it as a premium business laptop designed for executives and enterprise users. It weighs just 2.43 pounds and measures 0.43 inches thin, featuring a chassis made from a magnesium-aluminum alloy with Nano Ceramic technology, promoting durability and portability. The device includes a broad array of ports such as Thunderbolt 4, USB-A, HDMI 2.1, and essentials like Wi-Fi 7 and Bluetooth 6.0.
The highlight of the ExpertBook Ultra is its 14-inch 3K tandem OLED touchscreen with a resolution of 2880 x 1800 pixels, a fast 120Hz refresh rate, wide DCI-P3 color coverage, and brightness reaching up to 1400 nits. This, combined with a matte finish and Gorilla Glass Victus, positions it as a highly durable and visually impressive display in the business laptop category.
Why it matters
The ExpertBook Ultra stands out by integrating cutting-edge technology tailored for professional users, including an Intel Core Ultra X7 processor with AI acceleration, Intel Arc B390 graphics, and generous memory and storage options. It backs these with strong security protocols like Microsoft Pluton, TPM 2.0, Windows Hello biometrics, and Secured-core PC capabilities, which align with rigorous industry standards.
However, the laptop’s $3,599.99 price may limit its appeal. While the premium features justify some cost, the tag places it above many other high-performance laptops known for strong business and creative workflows. This raises questions about the market fit and competitiveness of the ExpertBook Ultra given alternatives like MacBook Pros and other Windows ultrabooks.
What to watch next
Potential buyers and enterprise customers will be keenly observing the ExpertBook Ultra’s market reception, especially regarding whether its specifications and security justify the elevated price. Asus plans to release additional configurations later in 2026 featuring the Intel Core Ultra X9 processor, expected to be even more expensive but potentially more powerful.
Industry watchers should also track Asus’ positioning strategy as it navigates a competitive business laptop market where value, performance, and security must be balanced carefully against cost. Future releases could influence how premium business notebooks evolve, particularly in combining sleek design with advanced AI and security technology.