There’s a certain predictability to most laptop launches today. Better chips, thinner bodies, bigger claims around AI. And while that’s all present here as well, ASUS is trying to anchor this launch around something slightly different: how a device actually feels to use.
With its latest Zenbook and Vivobook announcements in India, the company is pushing its “Design You Can Feel” approach, putting material innovation and form factor alongside performance as equal pillars.
At the center of this is Ceraluminum, a material ASUS is positioning as both durable and lightweight, while also aiming to deliver a more premium tactile experience. It’s not the first time brands have experimented with materials, but it’s still relatively rare to see it become a headline feature across an entire lineup rather than a single device.
The Zenbook range itself spans multiple directions. The Zenbook S14 UX5406AA represents the more traditional route, focusing on a slim, lightweight chassis paired with a 3K OLED display and Intel’s latest Core Ultra processors. It feels like a refinement of what premium ultrabooks have already been aiming for, just pushed a bit further in terms of portability and efficiency.
Then there’s the Zenbook DUO UX8407AA, which continues ASUS’ long-standing interest in dual-screen computing. Unlike many experimental form factors that come and go, this is one ASUS has steadily iterated on. The idea remains the same: expand usable screen space instead of just increasing size. Whether that translates into better productivity still depends heavily on how people actually work, but it’s one of the few attempts that feels thought through rather than experimental for the sake of it.
The Zenbook A series, including the Zenbook A14 UX3407NA and Zenbook A16 UX3607OA, reflects a different shift altogether. By moving to Qualcomm’s Snapdragon X2 platform, ASUS is leaning into ARM-based Windows machines, prioritising efficiency, battery life, and always-on responsiveness. This is part of a broader transition the industry is navigating, where performance is no longer just about raw power but also about how intelligently that power is used.
On the other side of the portfolio, the ASUS Vivobook series continues to target a more mainstream audience. The updates here are less about experimentation and more about scaling newer technologies, especially AI features, into more accessible price points. With Intel Core Ultra processors and Copilot+ capabilities, these machines are clearly positioned as everyday productivity devices that integrate AI more seamlessly into routine tasks.
AI, in fact, is the common thread across the entire lineup. Whether it’s Intel’s Core Ultra chips or Qualcomm’s Snapdragon X series, the emphasis on NPUs and on-device processing is hard to miss. At this point, though, AI feels less like a differentiator and more like an expected layer. It’s there, it’s useful in parts, but it’s not yet the sole reason someone upgrades their laptop.
Pricing reflects ASUS’ broad positioning strategy. The Zenbook lineup starts at ₹1,79,990, firmly in the premium segment, while the Vivobook range begins at ₹98,990, making these features more accessible without stepping into flagship territory. Availability is set to begin from April 21 across both online and offline channels, with pre-orders already open.
Taken together, this launch doesn’t try to redefine the category overnight. Instead, it shows ASUS working across multiple fronts at once: refining traditional ultrabooks, continuing with experimental form factors like dual screens, and preparing for a shift toward ARM-based Windows devices.
Not every approach here will land equally well. But in a space where many launches feel incremental, ASUS is at least attempting to push in different directions simultaneously, and that in itself makes this lineup worth paying attention to.
With its latest Zenbook and Vivobook announcements in India, the company is pushing its “Design You Can Feel” approach, putting material innovation and form factor alongside performance as equal pillars.
At the center of this is Ceraluminum, a material ASUS is positioning as both durable and lightweight, while also aiming to deliver a more premium tactile experience. It’s not the first time brands have experimented with materials, but it’s still relatively rare to see it become a headline feature across an entire lineup rather than a single device.
The Zenbook range itself spans multiple directions. The Zenbook S14 UX5406AA represents the more traditional route, focusing on a slim, lightweight chassis paired with a 3K OLED display and Intel’s latest Core Ultra processors. It feels like a refinement of what premium ultrabooks have already been aiming for, just pushed a bit further in terms of portability and efficiency.
Then there’s the Zenbook DUO UX8407AA, which continues ASUS’ long-standing interest in dual-screen computing. Unlike many experimental form factors that come and go, this is one ASUS has steadily iterated on. The idea remains the same: expand usable screen space instead of just increasing size. Whether that translates into better productivity still depends heavily on how people actually work, but it’s one of the few attempts that feels thought through rather than experimental for the sake of it.
The Zenbook A series, including the Zenbook A14 UX3407NA and Zenbook A16 UX3607OA, reflects a different shift altogether. By moving to Qualcomm’s Snapdragon X2 platform, ASUS is leaning into ARM-based Windows machines, prioritising efficiency, battery life, and always-on responsiveness. This is part of a broader transition the industry is navigating, where performance is no longer just about raw power but also about how intelligently that power is used.
AI, in fact, is the common thread across the entire lineup of Asus's new Zenbook and Vivobook lineups
On the other side of the portfolio, the ASUS Vivobook series continues to target a more mainstream audience. The updates here are less about experimentation and more about scaling newer technologies, especially AI features, into more accessible price points. With Intel Core Ultra processors and Copilot+ capabilities, these machines are clearly positioned as everyday productivity devices that integrate AI more seamlessly into routine tasks.
AI, in fact, is the common thread across the entire lineup. Whether it’s Intel’s Core Ultra chips or Qualcomm’s Snapdragon X series, the emphasis on NPUs and on-device processing is hard to miss. At this point, though, AI feels less like a differentiator and more like an expected layer. It’s there, it’s useful in parts, but it’s not yet the sole reason someone upgrades their laptop.
Pricing reflects ASUS’ broad positioning strategy. The Zenbook lineup starts at ₹1,79,990, firmly in the premium segment, while the Vivobook range begins at ₹98,990, making these features more accessible without stepping into flagship territory. Availability is set to begin from April 21 across both online and offline channels, with pre-orders already open.
Taken together, this launch doesn’t try to redefine the category overnight. Instead, it shows ASUS working across multiple fronts at once: refining traditional ultrabooks, continuing with experimental form factors like dual screens, and preparing for a shift toward ARM-based Windows devices.
Not every approach here will land equally well. But in a space where many launches feel incremental, ASUS is at least attempting to push in different directions simultaneously, and that in itself makes this lineup worth paying attention to.