The Asus Zenbook A16 stands out on specs with its fresh Qualcomm Snapdragon X Elite processor and an impressive 48 GB of memory, offered at a significantly reduced rate compared to rivals. Industry analysts delivered enthusiastic assessments, with several granting perfect scores for its capabilities and affordability.
Just one day afterward, Asus boosted the cost by $100, shifting from $1,599 to $1,699 via Best Buy. This move has drawn sharp criticism, likened to a deceptive marketing tactic.
Although I have not yet reviewed the Asus Zenbook A16 (my unit is en route), my approach to assessing laptops always ties cost to efficiency. Consumers seek optimal returns on investment, and Asus initially seemed to challenge a key tenet of gadget evaluations: the listed price in critiques should align with what buyers encounter at checkout.
To uncover the cause, we sought clarification from Asus, which pointed to a mistake by Best Buy. 'Following the end of the review restriction period, and after our materials were already circulated, Best Buy informed us of a pricing mistake on their side for the latest Zenbook A series and additional Zenbook models,' stated a company spokesperson.
'To explain the retailer dynamic: Best Buy sets the prices for their unique variants,' the spokesperson continued. 'The figures in our promotional content stemmed from pre-release data provided to us. Upon learning of the adjustment, we promptly informed those with units and the media. We recognize that cost plays a vital role in assessments and regret the unfortunate timing of this correction.'
This issue extends beyond a single product. Hardware Canucks reported that Asus also upped prices on several similar devices, such as the Zenbook S16, which jumped $300 to $1,900, and the Zenbook 14, rising from $1,000 to $1,350.
'This undermines our analysis of the Snapdragon X Elite. Best Buy and Asus shared incorrect pricing,' the outlet stated, suggesting the increases resulted from inaccuracies.
Asus verified the revisions. The accurate pricing, per the company, reflects these updates.
The Zenbook's pricing shift understandably sparked concern, particularly regarding its generous memory allocation. Amid fears that manufacturers might cut back on RAM and storage due to supply issues, Asus opted for abundance, featuring 48 GB of integrated RAM in the Zenbook A16. Key features include the latest X Elite Extreme CPU, 48 GB RAM, a 3K display, and 1 TB storage, originally at $1,599. In contrast, Lenovo's Yoga Slim 7x Gen 11, with a comparable chip, 1200p screen, 1 TB storage, and 32 GB RAM, retails for $1,839.99.
Such a stark contrast prompted internal discussions at PCWorld. On Tuesday, I double-checked the Best Buy listing for the Zenbook A16, wondering if Asus had supplied enhanced units at Qualcomm's behest to showcase superior results. This wouldn't be unprecedented—Intel has paired its Core Ultra 300H chips with high-capacity 99Wh batteries for extended runtime, outpacing Qualcomm's slim designs that still offer excellent endurance. Chip firms occasionally employ such strategies.
However, laptop producers typically avoid such practices. For years, the industry has operated under the understanding that the announced price matches the consumer price. To state the obvious: affordability directly impacts usability. Acquiring a high-end $75,000 vehicle demands far more effort than a $2,000 notebook. Cost remains a primary criterion in tech evaluations; for instance, an overpriced dock would be disqualified from our top Thunderbolt recommendations.
Manufacturers can legitimately adjust prices as expenses rise—take Framework, which regularly informs users about shifts in SSD, RAM, and CPU costs influencing their pricing, noting in its April report that CPU prices fell while SSDs rose. Lenovo's Legion Go has seen similar increases. Yet, providing one figure to critics and another to buyers raises ethical questions.
On a positive note, Asus is still sending a Zenbook A16 for evaluation, allowing testing against the revised pricing.
This report includes updates from Asus as of 1:32 PM PT.
Mark has contributed to PCWorld for the past ten years, drawing on three decades in tech journalism. He has penned more than 3,500 pieces for the publication, focusing on PC processors, accessories, and Windows, among others. His work has appeared in PC Magazine, Byte, eWEEK, Popular Science, and Electronic Buyers' News, earning a Jesse H. Neal Award for news coverage. Lately, he cleared out a collection of numerous Thunderbolt docks and USB-C hubs due to office space constraints.