ASUS hosted its 2026 Asia-Pacific Partner Summit this week in Sydney, Australia, and the message was fairly clear. The company is aiming high. Under the theme “EVOLVE,” the event brought together more than 215 premium partners from across the region, along with industry leaders such as Intel and Microsoft.
During the summit, ASUS revealed an ambitious goal. It wants to secure a 30 percent share of India’s consumer notebook market by 2026. To make that happen, the brand is leaning heavily on its local strength, which includes a network of over 3,150 partners spread across the country. The idea, at least on paper, is to combine scale with closer customer engagement, something ASUS believes will matter even more in the next phase of growth.
Key takeaways from the summit
- Market goal: ASUS is targeting a 30 percent share of the Indian consumer laptop market in 2026.
- AI integration: A strong push toward AI PCs, with practical features like the MyExpert platform aimed at everyday productivity.
- Retail strategy: Expansion of an omnichannel model that links online research with offline retail experiences.
- Supply resilience: Closer coordination with partners to manage rising component costs and supply shortages.
- Core products: Focus on Zenbook, Vivobook, and ProArt for lifestyle and creator users, and ROG and TUF for gamers.
Strategic shift toward AI and digital transformation
Speaking at the event, Peter Chang, General Manager of APAC Consumer Business at ASUS, explained that the “EVOLVE” theme is really about working more closely with partners than before. There was a noticeable emphasis on AI PCs, not just as a buzzword, but as devices with dedicated hardware designed to handle AI workloads locally.
Rather than simply pushing higher specifications, ASUS says it wants to deliver what it calls “intuitive AI experiences.” A central part of this vision is the MyExpert platform. It is positioned as an all-in-one AI assistant that can help professionals with things like AI-based writing, faster file searches, and even automated meeting notes. For many users, this kind of functionality might quietly become part of daily work without much effort, which is perhaps the point.
The company also outlined a hybrid AI roadmap. In simple terms, some AI tasks will run directly on the laptop for better speed and privacy, while heavier workloads will still rely on the cloud. By equipping partners with updated digital tools and platforms, ASUS hopes to stay flexible in a market that is evolving quickly due to changing software demands and user expectations.
Building resilience against market constraints
The broader tech industry is not without challenges in 2026. Higher component prices and occasional supply chain disruptions remain real concerns, and ASUS did not shy away from addressing them at the summit. The company plans to manage potential price increases by offering a broader product range across multiple price segments. The thinking here is that students, professionals, and gamers should still be able to find something within reach, even if costs fluctuate.
In India specifically, ASUS continues to push its omnichannel strategy. This approach allows customers to research laptops online, compare configurations, and then visit physical stores to see and try the devices before buying. With a large number of exclusive and partner stores across the country, the brand believes this connected experience can help build trust and long-term loyalty, especially in markets where hands-on buying still matters.
Focused product lineup for 2026
Looking ahead, ASUS has clearly identified its core growth drivers. For premium users and creators, the Zenbook and ProArt series remain central to the strategy. These models now feature improved OLED displays with higher brightness and more accurate color reproduction, which is something creative professionals tend to notice immediately.
For a wider audience, the Vivobook S series is positioned as a balance between performance, design, and affordability. Gamers, meanwhile, continue to be a key pillar of the business. High-end users are served by the ROG Zephyrus and Strix Scar models, while the TUF series targets mainstream players who want durability without a premium price tag. By sticking closely to these established product families, ASUS seems intent on reinforcing its reputation as a brand that covers both work and play across the APAC region.
Related FAQs
Q1: What is an AI PC and how does it help me?
A1: An AI PC includes a dedicated processor called an NPU that handles tasks such as background noise removal during calls or image generation more efficiently. It helps everyday tasks run more smoothly without slowing down the rest of the system.
Q2: Where can I buy the latest ASUS 2026 laptops in India?
A2: They will be available through the ASUS eShop, major online retailers, and more than 3,150 partner stores across India. ASUS is also expanding into smaller cities to improve local sales and service access.
Q3: Will laptop prices go up in 2026?
A3: There is some price pressure across the industry due to component shortages. ASUS says it plans to offer products across multiple price brackets to keep options open for different types of buyers.
Q4: What is the ASUS MyExpert platform?
A4: MyExpert is a built-in AI assistant aimed at professionals. It can summarize emails, search files using natural language, and assist with writing tasks to improve overall productivity.
