ASUS just had a rare momentum win in the Windows-on-ARM laptop space. The Zenbook A16, powered by the Snapdragon X2 Elite Extreme, looked like a standout value at $1,599.99 thanks to a surprisingly premium spec sheet: 48GB of RAM and a 1TB SSD. That pricing made it feel like a direct challenge to higher-priced competitors, including Apple’s MacBook Pro lineup, and early reviews helped put a big spotlight on ASUS’s new Snapdragon-powered machines.
Then the prices changed—right after reviews started going live.
Multiple reviewers and YouTube channels praised the performance and overall package of the Snapdragon X2 Elite Extreme in the Zenbook A16, along with the standard Snapdragon X2 Elite in the slimmer Zenbook A14. But as viewers went to check pricing, they began noticing higher MSRPs showing up compared to what was being discussed in those freshly published reviews.
The biggest immediate shift hit the Zenbook A16. What had been advertised and widely discussed at $1,599.99 was reportedly bumped to $1,699.99, a $100 increase. Because the A16 was being positioned as the best “bang for the buck” option in this new Snapdragon laptop wave, even a $100 hike dulls the edge that made it so easy to recommend.
The Zenbook A14 saw an even more dramatic jump. This model, equipped with the standard Snapdragon X2 Elite, 16GB RAM, and a 512GB SSD, moved from $1,149.99 to $1,349.99—an extra $200. That change is harder to swallow because the A14’s appeal leans heavily on portability, and the value proposition becomes less compelling at the new price.
Other Zenbook models were also cited as increasing in price around the same time, fueling the impression that this wasn’t an isolated listing error. To many shoppers, the timing is the real problem: prices appeared to rise right after the reviews and positive coverage helped drive attention and demand.
It’s not a great look for ASUS, and it can also create collateral damage for Qualcomm. For consumers who are still forming opinions about Snapdragon X2 Elite laptops and how they stack up against x86 Windows laptops and Apple Silicon MacBooks, sudden price jumps can shift the narrative from “new performance contender” to “not worth it at that price.” Until there’s clear confirmation about whether the change came from ASUS, a retail partner, or another part of the chain, it’s difficult to assign blame—but the customer frustration is easy to understand.
That said, it’s also worth evaluating the laptops as products, not just as drama. Even at $1,699.99, the Zenbook A16 may still offer strong value when you consider how expensive high-capacity RAM and fast storage have become, and how rare 48GB memory configurations are at this price point. If you’re specifically looking for a thin-and-light laptop with a premium memory and SSD configuration, the A16 may remain one of the more competitive options despite the increase.
The Zenbook A14 at $1,349.99 is a tougher recommendation. With 16GB RAM and a 512GB SSD, it now sits in a price bracket where shoppers tend to expect either better specs, a stronger brand premium, or aggressive sales. If you’re interested in the A14’s form factor and Snapdragon platform, it may be smarter to wait for discounts or a future price drop rather than buying immediately at the new MSRP.
For buyers considering alternatives, MacBook Pro configurations with Apple’s M5 Pro or M5 Max start at significantly higher prices, but the argument remains that paying more can make sense if you prioritize long-term reliability, performance consistency, and overall polish in the experience.
In the end, ASUS had a clear opportunity to win goodwill by pairing strong Snapdragon X2 Elite performance with headline-grabbing prices. By raising prices right after reviews hit, the company risks turning that goodwill into skepticism—especially among shoppers who were ready to buy based on the original value narrative.
