PONTIANAK (TABIRkota) – Multinational technology company ASUS has launched the ASUS ExpertBook Ultra as the “new king” of premium business laptops. Positioned to outperform flagship competitor models—such as the Lenovo ThinkPad X1 Carbon Gen 13 Aura Edition, Dell Latitude 7450 Premium, HP EliteBook Ultra G1i AI 14, and the power-efficiency icon, the Apple MacBook Air M4 13-inch—the device made its debut in Pontianak, West Kalimantan, on Thursday (September 3).
ASUS Indonesia Commercial Director Eric Khoven said executives and professionals today require a top-tier business laptop that offers more than just competitive performance.
“In a head-to-head comparison, the ASUS ExpertBook Ultra outperforms four flagship business laptops from competitors, particularly across five key categories: screen brightness, touchpad quality, battery longevity, integrated GPU/graphics performance, and the ASUS AI Expert feature—capabilities not found in competitor models,” he stated in a press release received by TABIRkota.com.
Serving as a cornerstone of the new Copilot+ PC era, the ASUS ExpertBook Ultra is powered by the latest-generation Intel Core Ultra X9 Processor 388H, paired with a Neural Processing Unit (NPU) capable of delivering up to 50 Trillion Operations Per Second (TOPS).
Currently, flagship competitor products in the Indonesian market still utilize the Intel Core Ultra 7 Series 2, which delivers up to 48 TOPS of AI NPU performance; ASUS’s move to immediately adopt this cutting-edge technology for its flagship business laptop line sets a benchmark that competitors in Indonesia will find difficult to match.
Eric Khoven notes that when faced with corporate multitasking scenarios—such as marathon Teams meetings while processing thousands of rows of data in Excel and reviewing hundreds of pages of PowerPoint reports—the ASUS ExpertBook Ultra handles the workload seamlessly; furthermore, the efficiency of the chip becomes particularly evident when activating AI-powered automated meeting minutes.
“With the ASUS AI ExpertMeet feature, tasks such as real-time transcription, language translation, and webcam optimization run entirely on the NPU. This keeps the ASUS ExpertBook Ultra processor cool and preserves main battery power, while significantly outperforming competitor products in local AI processing capabilities,” he stated.
ASUS also provides “Zenni Claw” tools, enabling the ASUS ExpertBook Ultra to execute agentic AI tasks—either locally or in the cloud—by connecting to platforms such as Anthropic, OpenAI, or Google Gemini. The inclusion of 64 GB of LPDDR5x RAM enables Large Language Models (LLMs) such as Gemma (4 billion parameters) and Qwen 3 (18 billion parameters) to run offline.
The most striking difference in real-world usage scenarios becomes apparent during highly mobile outdoor work, thanks to the groundbreaking 14-inch Tandem OLED display, which boasts a peak brightness of 1,400 nits.
ASUS’s Tandem OLED technology ensures that legal documents, financial charts, and presentation text remain razor-sharp and perfectly legible—even in direct sunlight—offering superior visual comfort compared to flagship devices from competitors.
These comprehensive advantages make the ASUS ExpertBook Ultra truly worthy of the title “The Flagship of the Industry” in the category of today’s best business laptops; ASUS has done more than simply assemble a high-specification machine—it has established a new standard for how a premium business computer should operate.
Eric Khoven added that, in terms of durability, the 1.1 kg laptop is encased in a premium chassis meeting the US MIL-STD 810H military standard. This offers exceptional physical ruggedness without compromising aesthetics, allowing the ASUS ExpertBook to withstand up to 100 kg of downward pressure.
“Withstanding pressure of 100 kg or more is incredibly useful when the laptop is packed in a bag and squeezed against other documents during business travel. Experience shows that many laptops suffer damage not from drops or being stepped on, but from being packed into tightly stuffed bags,” he added.
Equipped with the NIST Level-4 certified ASUS ExpertGuardian protection system, the ASUS ExpertBook Ultra provides multi-layered, hardware-level data encryption, ensuring that digital assets and sensitive corporate data remain secure against hacking attempts.
While the physical laptop could potentially be stolen, the data stored within the ASUS ExpertBook Ultra remains inaccessible to unauthorized parties—even if the internal SSD is removed and installed in another laptop.
If a company’s investment goal is to acquire the best, most future-ready business laptop, the ASUS ExpertBook Ultra is the clear winner.
Its superior combination of the brightest Tandem OLED display, highly certified military-grade security, and 50 TOPS of AI processing power makes the ASUS ExpertBook Ultra a true flagship device. It is designed to support the productivity and credibility of industry leaders and modern professionals, particularly in this new era of agentic, on-device AI. (rls)
