CES 2026 Product Layout: Strategic Pivots and Market Orientations of Laptop Brands
DETAIL
The landscape of laptop displays at CES 2026 marks a significant transition as OLED technology migrates into the mid-range market. Major manufacturers have begun standardizing OLED panels in more affordable segments; for instance, HP’s OmniBook 5 now features OLED as a standard specification at an $850 price point, while buyers also have the option to configure the more accessible OmniBook 3 with an OLED display. Similarly, Acer’s Aspire series has integrated OLED options since late 2025. This democratization, driven by maturing technology and lower costs, appears to be influenced by Lenovo’s aggressive "OLED across all lines" strategy, prompting other brands to follow suit to remain competitive.
As OLED becomes common in mid-range devices, high-end laptops are seeking differentiation through specialized display technologies. Dell’s Alienware line has introduced Anti-glare OLED panels that reduce surface gloss by 32% and minimize fingerprint smudges—a critical improvement for professional clarity and long-term viewing comfort. Simultaneously, flagship business and premium models like the Dell XPS, ASUS ExpertBook Ultra, HP EliteBook X, and Lenovo Yoga Pro 9i Aura Edition (Gen 11) are adopting Tandem OLED technology, which offers superior brightness, energy efficiency, and more stable color performance over a longer lifespan. For the creative niche, ASUS continues to push its Lumina Pro OLED technology, emphasizing color accuracy (Delta E < 1) and anti-reflective coatings for its Zenbook and ProArt series.
Beyond display quality, the industry is witnessing a shift in physical dimensions and weight. Following the lead of Lenovo and Acer, HP has introduced a 15.3-inch HyperX Omen model, a form factor that balances screen real estate with portability—a combination particularly favored in emerging markets like Southeast Asia. Furthermore, the "lightweighting" trend has extended to large-screen models. This is exemplified by the Acer Swift Air 16 (under 1kg) and the LG Gram Pro 17, which remarkably weighs only 1.72kg despite being equipped with an RTX 5050 GPU. These hardware shifts are complemented by a move toward multi-scenario designs, such as Lenovo’s "Auto Twist" tracking screen and ASUS’s dual-screen Zenbook Duo, signaling a future where high-end hardware adapts more fluidly to the user's environment.
These technical shifts provide the foundation for broader strategic pivots among major players. Dell is currently undergoing a "correction" of its brand identity by officially bringing back the XPS name. Following what the company admitted was a major marketing error in 2025—attempting to rename the line to "Dell Premium"—the new XPS models feature a redesigned exterior with the XPS logo prominently displayed to re-establish its flagship status. Interestingly, Dell is also pivoting its AI narrative; while every 2026 model includes an NPU, the company is moving away from "AI-first" marketing, choosing instead to prioritize high performance and design to avoid consumer confusion with complex AI terminology.
HP continues its brand restructuring by further integrating its product lines. At this year's CES, the focus shifted away from the traditional Spectre, Envy, and Pavilion series toward the unified "OmniBook" (3, 5, 7, X, Ultra) branding. HP’s gaming strategy is equally focused, rebranding its gaming lineup to "HyperX Omen." This move is specifically designed to leverage HyperX’s strong brand equity in South America, Eastern Europe, and Southeast Asia, where its reputation is even more robust than in the US. This regional focus is echoed by Dell’s new Alienware "Entry-level" series and MSI’s Stealth 16 AI+, both of which target hybrid-use scenarios—balancing gaming power with a professional aesthetic for the office.
In the realm of software and specialized markets, Lenovo and ASUS are taking distinct paths. Lenovo is leading the charge into the "Agentic AI" era with its Qira AI assistant, which operates on a privacy-first hybrid architecture to automate complex tasks across devices. Lenovo is also innovating in the enterprise space with its "Space Frame" modular design, prioritizing repairability to enhance its support capabilities. ASUS, on the other hand, is utilizing high-profile collaborations—such as the ROG Flow Z13-KJP designed with Hideo Kojima’s studio and the ProArt PX13 GoPro Edition—to add lifestyle value to its niche products. Most notably, ASUS has moved aggressively into the high-end business sector with the ExpertBook Ultra. By emphasizing its 990g weight, 10.9mm thickness, and 24-hour battery life, ASUS is directly challenging established business incumbents.
Finally, Acer continues its strategy of "extreme differentiation" by focusing on singular, record-breaking features. Its flagship Swift 16 AI highlights this approach with the industry’s largest touchpad, which supports MPP 2.5 stylus input. By transforming a standard component into a digital creative tool, Acer successfully captures media attention and carves out a unique identity in a crowded market. Together, these moves at CES 2026 reveal a shift from generic hardware competition toward precise brand positioning and the pursuit of specialized global market shares.