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ASUS aims to be "better than Apple"

updated 03:30 pm EDT, Tue June 9, 2009

ASUS Aims at Apple

ASUS vice chairman Jonathan Tsang today said in an interview that his company intends to beat Apple in design in the US. Even though the Eee PC line has been successful in the country, Tsang tells the New York Times that ASUS has little recognition in the US and that it plans to rely on engineering to boost its name, with Apple's MacBooks as the conspicuous target. The company's focus on product design reportedly leaves little room for a marketing budget and thus gives it little room to depend on advertising.

"Our goal is to provide products that are better than Apple's," he says.

He nonetheless adds that ASUS has done little to shake its image as a Taiwan-based company exporting its systems to the US.

It's not said if any of ASUS' current lineup qualifies as part of the update. The Eee PC 1008HA is consciously designed to parallel the ultra-thin, tapered profile of a MacBook Air but operates in an entirely different category, selling for less than a third of the Mac's price and running much more slowly. ASUS also makes the Eee Top all-in-one but, again, doesn't compete against Apple in features or price. Most of its other, non-Eee systems are more typical mainstream notebooks, though it also makes Windows Mobile smartphones and is rumored to be using Android.

Tsang acknowledges that ASUS is also planning to venture deeper into consumer electronics as a whole but that some of its ambitions are hampered by content deals; neither an e-book reader nor its attempt to shadow the Nintendo Wii, the Eee Stick, have the content deals needed for a public debut. The executive doesn't say whether any of these are near.

By Electronista Staff


  1. MyRightEye

    Fresh-Faced Recruit

    Joined: Apr 2008



    You couldn't do anything without your R&D department located at 1 Infinite loop.

    ASUS, watch how well we can copy.

  1. IxOsX

    Fresh-Faced Recruit

    Joined: Feb 2009


    LOL Asus

    Asus can invest in hardware design/funcionalaty but can't invest in a good Operating System they are Windows 100% so they have no chance... Maybe if invest in Linux but Microsoft does not let him do it. Just sheeps sheep!

  1. DeezNutts

    Fresh-Faced Recruit

    Joined: Apr 2008


    Re: Pff...

    Asus is solid and makes good products, always has.

    One of the most trusted makers of motherboards out there.

    If anyone has a shot at beating apple with engineering talent, it might be them.

    Time will tell and either way we as consumers will get better hardware from both companies! :)

  1. Constable Odo

    Fresh-Faced Recruit

    Joined: Aug 2007


    What do they mean

    by better? Better hardware? They could easily build notebooks with better hardware. Any company could as long as they're willing to spend lots of money. Apple products are good, but I'm sure they can be improved upon by using even higher quality parts.

    I wonder why Asus is even targeting Apple, when they can go after HP or Acer or Dell or Lenovo that have higher market share. Is Asus going to open up retail and online stores? Well, unless that company has plenty of money to burn I think it would be a wasted effort on their part to take down Apple.

  1. MiMiC

    Fresh-Faced Recruit

    Joined: Jun 2007


    Always Welcomed

    competition is.

    I agree that you can dress up a Windows box as best you can, but when the on/off button is hit, all the dressing up will not make Windows the prom queen.

    We all benefit when innovation wins. And competition is the fertile ground in which innovation grows.

    Comment buried. Show
  1. resuna

    Fresh-Faced Recruit

    Joined: Jan 2005


    Apple's hardware mediocre

    Apple's strength is not hardware, it's software. Apple's hardware is mediocre at best, quirky, inconvenient, badly designed, and if I could run OS X on an Asus or Lenovo laptop I would jump ship in a minute... but without that software they're not in the same ballpark... they're not even playing the same game.

  1. slider

    Mac Elite

    Joined: Oct 1999



    Apple is synonymous with design. Asus has said Apple is the gold standard and that's what we're going after. It tells everyone that their machines are 'different' (than PCs). They are not 'targeting' Apple - they are kicking off from what Apple is recognized as. It's actually quite a complement to Apple.

    Good luck to them.

  1. ZinkDifferent

    Fresh-Faced Recruit

    Joined: Jan 2005


    The problem is...

    Apple's a software company that happens to build hardware to support their software.

    Asus' a hardware company that licenses a generic software OS to slap on their hardware as an afterthought.

    The fact that ASUS makes cheap, commodity hardware that is a bad copy of those they claim to want to best doesn't help their image.

    As is typical for Chinese 'businessmen', Johnathan Tsang thinks that just by saying something, will make it so (albeit I am certain the proper amulets were purchased to incline the spirits of fate their way...)

  1. ViktorCode

    Fresh-Faced Recruit

    Joined: Jan 2006


    Won't happen

    I've been using various Asus products for years. Since they gained market recognition they introduced price premium for their brand name. Quality is solid but not above that. They never produced clear winners, "the best" products out there. "One of the best" if they try hard enough. They are one of the best in making integrated peripherals - things user don't see, because they are hidden inside PC case. But making non-integrated easy to use products is their weakness (this is the area where Apple excels). Nightmarish routers with terrible hardware/software combination (and price premium!). Cheap (not inexpensive, but cheap) notebooks and netbooks. And lot of other products that illustrate their half-hearted attempts to enter to the new markets at lower pricepoint (with lower quality, at least for the first revisions).

    Apple on the other hand is trying to be the best in whatever market they are on. You may not like their hardware choice, but at worst you'll see a reasonable compromise which won't sacrife end-user experience. Something Asus is never worried about.

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