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| The Zenbook A16 is only available in Zabriskie Beige for now. |
Just days after its highly anticipated US debut, Asus is already facing backlash over a stealthy price increase on the new Zenbook A16 – while quietly rolling the laptop out to international markets with some surprising regional price disparities.
Earlier this week, Asus officially released the Zenbook A16 in the United States, positioning it as the premium Snapdragon X2-powered sibling to the already popular Zenbook S16 series. Early reviews have praised the A16 for its exceptional performance, stunning OLED display, and lightweight chassis – but instead of celebrating, many early adopters are taking to social media to criticize Asus for a questionable pricing strategy.
The company raised the laptop’s MSRP by $100 almost immediately after launch, leaving potential buyers scratching their heads. While Asus hasn’t issued an official statement explaining the sudden hike, industry observers suspect it may be related to component costs or a strategic repositioning against rival Copilot+ PCs. Whatever the reason, the move has left a sour taste for those who were ready to pull the trigger on day one.
A Global Rollout With Wild Price Swings
While all eyes were on the US market, Asus has been quietly launching the Zenbook A16 across several other regions – including Australia, the Eurozone, and the United Kingdom. The specs remain identical across all territories, which makes the price differences even more glaring.
Every Zenbook A16 variant currently shipping comes loaded with the new Qualcomm Snapdragon X2 Elite X2E-94-100 chipset – a significant step up from first-gen Snapdragon X laptops. Asus pairs this with a generous 48 GB of RAM and a 1 TB SSD, making the A16 a multitasking beast that can handle heavy productivity workflows, content creation, and even some gaming thanks to the integrated Adreno GPU.
Other key specs include:
- 70 Wh battery – promising all-day endurance
- 16-inch 3K OLED display with 120 Hz refresh rate
- Up to 1,100 nits peak brightness in HDR mode
- Ultra-slim aluminum chassis, weighing under 1.5 kg
The display, in particular, has drawn rave reviews from early testers. The combination of 3K resolution, 120 Hz smoothness, and OLED’s infinite contrast makes it one of the best laptop screens on the market right now – ideal for video editors, designers, and binge-watchers alike.
Regional Pricing: Where to Save (and Where to Get Ripped Off)
Here’s where things get messy. Depending on where you live – or where you’re willing to import from – you could pay dramatically different prices for the exact same machine.
Eurozone: €1,999 – that’s roughly $2,150 USD at current exchange rates, significantly higher than the US price even after the $100 hike.
Australia: AUD 4,299 (approx. $2,800 USD) – one of the steepest tags globally, possibly due to import duties and local taxes.
United Kingdom: This is where it gets interesting. Asus’s own UK website lists the Zenbook A16 for £2,099 (around $2,660 USD). However, UK retailer Currys is selling the exact same model for just £1,799 – a full £300 less. That’s a massive saving for anyone shopping in Britain, and it raises questions about whether Asus is intentionally inflating direct pricing to drive traffic to third-party partners.
If you’re in the UK, do not buy directly from Asus – head to Currys instead and save yourself £300.
For US buyers, the current Amazon listing for the previous-generation Zenbook S16 remains a compelling alternative, especially if you don’t need the absolute latest Snapdragon X2 chip. Check current pricing and availability on Amazon here – you might find the S16 at a steep discount while supplies last.
Why the Zenbook A16 Is Still Worth a Look – Despite the Price Drama
Let’s be clear: the Zenbook A16 is an impressive piece of hardware. The Snapdragon X2 Elite chip delivers class-leading power efficiency, meaning you can expect 12–15 hours of real-world battery life even with the bright OLED panel cranked up. Windows on ARM has also matured significantly, with most major apps now running natively or emulating seamlessly.
The 48 GB of RAM is overkill for average users, but for developers running multiple VMs, video editors working with 4K timelines, or data scientists crunching large datasets, it’s a godsend. Most competitors in this price range top out at 32 GB.
And that 1,100-nit HDR display? It makes HDR content on Netflix, YouTube, and Disney+ look absolutely spectacular. The 120 Hz refresh rate also ensures smooth scrolling and responsive pen input if you opt for the optional stylus.
Asus’s Two-Tone Color Options – A Missed Opportunity?
Asus initially advertised the Zenbook A16 in two color finishes – a sleek “Mist Blue” and a classic “Earthy Beige.” However, based on current international listings, only the beige variant appears to be widely available at launch. Blue enthusiasts may need to wait another month or two, assuming Asus doesn’t quietly cancel the option due to supply constraints.
This wouldn’t be the first time Asus has pulled back on color promises. The company has a history of announcing multiple finishes only to release a single SKU in most regions. It’s a minor gripe, but when you’re spending nearly two grand on a laptop, you deserve a choice beyond “off-white.”
Should You Buy Now or Wait for a Price Drop?
The $100 US price hike has clearly rubbed people the wrong way, but savvy shoppers know that laptop prices almost always drop within 60–90 days of launch. If you can wait until late summer or early fall, you’ll likely see the Zenbook A16 discounted by $200–300, especially during back-to-school and Black Friday sales.
For international buyers, the situation is more nuanced. Eurozone customers are stuck paying a premium due to VAT and regional pricing strategies, but you might find better deals by ordering from UK retailers like Currys (if they ship to your country). Australians, unfortunately, seem to be paying the “Australia Tax” once again – local competitors from Dell and Lenovo may offer better value for money down under.
Final Verdict: A Stellar Laptop Undercut by Greedy Pricing
The Asus Zenbook A16 is, on its own merits, a fantastic ultraportable. The Snapdragon X2 Elite chip, 48 GB of RAM, and jaw-dropping OLED display make it one of the best Windows laptops of the year so far. But Asus’s decision to raise the US price just days after launch, combined with wildly inconsistent international pricing, feels like a slap in the face to loyal customers.
If you’re in the UK, grab the Currys deal immediately – £1,799 is a fair price for this hardware. US buyers should hold out for a sale or consider the older Zenbook S16 (available on Amazon here) as a more budget-friendly alternative. Australians and Europeans may want to wait for regional discounts or look at competing Snapdragon X2 laptops from other brands.
One thing’s for sure: Asus has created a great product, then shot itself in the foot with questionable pricing tactics. Let’s hope the company listens to the backlash before the next wave of Copilot+ PCs hits the market.
For more details, check out Asus’s official regional pages: Australia, France, UK, or the Currys UK listing for the best British price.
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| Asus initially advertised the Zenbook A16 in two colours. |