The new devices presented by Asus during the last edition of CES 2026 are already gradually arriving in the Spanish market. The company’s strategy to promote the renewal of the IT infrastructure of users and companies involves accelerating the adoption of technologies such as artificial intelligence in computers and integrating advanced technologies that allow users to be more productive at work and enjoy their leisure and play time to the fullest. This is what Siquem González, SYS Product Manager Lead at Asus Spain, tells us, who recently gave us an interview in Barcelona that we detail below.
“Innovation remains in Asus’ DNA,” says González. As he explains, the company seeks to develop products that really motivate users to renew their equipment. In Spain, the computer renewal cycle is currently between five and seven years, although the market could experience a significant rebound in the coming months. “This year we expect a high renewal rate, partly as a consequence of the massive purchases that were made after the pandemic,” he points out. In fact, the market closed 2025 with very positive figures.
One of the pillars of the company’s growth in recent years has been its commitment to the professional market. In this sense, the ExpertBook range has been gaining relevance within the catalogue. “In the last five years we have developed a specific systems division within Asus to promote this professional line,” explains the manager.
The company also wants to strengthen its presence in the B2B segment. According to González, the strategy involves addressing all verticals of the corporate market, from SMEs to large accounts, including key sectors such as education, health or industry. “We want to grow strongly in B2B. To achieve this, we are expanding our structure with more salespeople and specialized personnel, especially in sectors such as education,” he comments. Likewise, Asus is working to standardize its equipment in public procurement processes of Ministries and Public Sector Entities.
Quality and sustainability offered as standard on Asus devices
Another key aspect in new launches is sustainability. The technology industry, González emphasizes, is making an important effort to reduce its environmental impact. “It is increasingly important to offer global solutions from an ecological point of view.” In this sense, it mentions the trend towards universal USB C chargers of up to 65 W that can be reused between different devices, as well as the optimization of the entire production chain through the use of packaging made from recycled materials or the use of sustainable inks.
In terms of innovation, ASUS continues to explore new formats and user experiences. One of the most notable examples are the ZenScreen Duo and Zenbook Duo models, dual-screen devices designed to improve productivity and multitasking. “For tasks such as editing video while doing any other task, having a computer that is practically all screen is very productive and interesting, something that the general public especially values,” he explains.
Beyond power, González insists that design details are also part of the brand’s identity. Elements such as audio systems with up to six speakers or advanced materials such as ceramic aluminum seek to improve the user experience. “These are details that sometimes go unnoticed if you only look at performance, but finishes and quality are part of ASUS’ DNA.”
PCs without AI capabilities shorten their useful life
Artificial intelligence has become another fundamental element in the evolution of computing equipment. According to the manager, acquiring a computer prepared for AI allows you to extend its useful life. “If you buy a computer thinking about using it for five or six years and it doesn’t have AI capabilities, it’s likely to be obsolete even sooner,” he says. In addition, these devices offer improvements in security, battery or graphics, and have certifications such as Microsoft Copilot.
Among the proprietary applications that the brand offers as standard as added value, StoryCube stands out, present in the ProArt range, which uses AI to organize images and content locally on the device.
In market terms, the VivoBook family continues to be the best-selling in Spain within the mainstream segment, especially in the price range below 699 euros, which concentrates close to 80% of the demand. In terms of processors, Intel maintains a strong leadership, although AMD has gained ground in recent years with the Ryzen platform. Added to this is the emergence of Qualcomm with its ARM-based architecture, which stands out especially for its energy efficiency and autonomy.
“Each architecture provides different advantages,” concludes González. “That is why at Asus we are decisively committed to maintaining the broadest ecosystem that allows us to offer the best equipment for each type or profile of user,” concludes Siquem González.
News in its entire range of products
During our visit to the company’s headquarters in Barcelona, we had the opportunity to get up close and personal with all the new products presented by the brand at CES, with a wide variety of laptops, desktop computers, monitors and gaming peripherals. The brand’s strategy is to offer different form factors and configurations adapted to both professional users and content creators, students or gamers.
Within the premium range, the Zenbook family was one of the protagonists. The new Zenbook A, Zenbook Duo and Zenbook S models stand out for their design inspired by nature, with finishes in sand colors and advanced materials such as magnesium and aluminum alloy transformed into Ceraluminum, a coating that reduces fingerprints and improves durability.
The Zenbook Duo represents the evolution of the concept of a dual-screen laptop for mobile productivity. It incorporates two Lumina Pro OLED panels with up to 144 Hz, greater autonomy thanks to independent batteries under each screen – which increase the total capacity by 50% – and a sound system with six speakers. In addition, it increases performance with a TDP of up to 45 W and significant improvements in CPU and GPU.
Mobility in the premium segment with the Zenbook A
For its part, the Zenbook A relies on ARM architecture with new generation Snapdragon processors, capable of offering up to 32 hours of video playback. It includes a 120 Hz 3K Lumina OLED display in a 16-inch chassis that weighs close to that of a 14-inch laptop. The Zenbook S, available in 14 and 16-inch versions, is aimed at maximum portability within the premium segment, weighing less than 1.2 kg and with improved cooling systems.
“For multitasking environments such as video editing, having a device with a dual screen like the ZenScreen Duo is very productive and interesting”
The company also reinforced its catalog for creatives with the ProArt range. Models like the ProArt PX13 or the ProArt P16 incorporate OLED screens of up to 1,600 nits and artificial intelligence tools to optimize creative workflows. Within this line, a special edition developed together with GoPro also stands out, designed to facilitate the editing of content captured with action cameras, which includes a carrying case.
The strong commitment to the gaming area
In the field of gaming, the Republic of Gamers division presented several new features, including a collaboration with Kojima Productions that includes laptops and themed accessories. The ROG Zephyrus G series continues to evolve with new models that combine gaming power and portability, with Nebula HDR OLED displays up to 1,000 nits and improvements in ventilation. He also highlighted the new Zephyrus Duo with a double touch screen, configurations of up to 64 GB of RAM and 2 TB of storage.
On desktop, ASUS presented the new ROG G1000, a tower designed to maximize thermal stability through an independent ventilation system for each critical component.
The gaming ecosystem is completed with new peripherals such as the ROG Kithara headphones, aimed at high fidelity audio, the updated Raikiri controller for PC and Xbox, and the ROG Strix XG27JCG monitor, capable of offering resolutions of up to 5K at 180 Hz or QHD at 330 Hz, consolidating the brand’s commitment to high performance in competitive gaming.
