Price, battery life, performance – that's how you sell PCs
- Reference: 1768820412
- News link: https://www.theregister.co.uk/2026/01/19/price_battery_life_performance_pc/
- Source link:
Some 54 percent of laptops shipped from distributors to their UK customers in the final three months of 2025 contained a neural processing unit, and a quarter of these were deemed next-generation AI hardware, ie, ones that are based on NPUs with 40+ TOPs.
Please tell us Reg: Why are AI PC sales slower than expected? [1]READ MORE
Generating more than a passing interest in these devices is taking longer than PC makers hoped for or forecast, and this is due to relatively high prices and a lack of killer apps. On-device AI processing just isn't tempting for many office workers. But vendors are keen to promote them because they promised higher margins.
Marie-Christine Pygott, senior analyst at Context, which compiled the stats, said prices are deflating in the business space. The average UK sales price dropped year-on-year to a little more £1,000 (c $1,300) in Q4, down almost 7 percent.
She told The Register :
[2]
"We are seeing two main sweet spots in UK distribution, at GBP900 and GBP1,100, both driven by Microsoft's Surface Pro (other OEMs have seen their sales go up but Microsoft is still the leading OEM for next-gen AI notebooks in the UK."
[3]
[4]
Dell, HP, and Lenovo were all rubbing their hands together in late 2024 in anticipation of AI PCs coming onto the scene and enterprise customers starting to migrate from Windows 10 devices before support ended. [5]Neither of these levers helped move product at the pace expected .
[6]AI may be everywhere, but it's nowhere in recent productivity statistics
[7]Microsoft teases targeted Copilot removal for admins
[8]What the Linux desktop really needs to challenge Windows
[9]Dell says Windows 11 transition is far slower than Win 10 shift as PC sales stall
[10]HP to sack up to six thousand staff under AI adoption plan, fresh round of cost-cutting
In the nine months ended October 31, 2025, Dell reported an 11 percent decline in consumer PCs and a 5 percent rise in commercial. More recently, chief operating officer [11]Jeff Clarke admitted at CES in Las Vegas that Dell had "got a bit off course" by focusing more on the premium end of the commercial PC market.
It didn't help that Dell phased out its XPS line – it is now [12]reviving the brand . "I owe you an apology. We didn't listen to you. You were right on branding," Clarke said.
Pygott told The Reg the "lack of a killer app" remains a problem for AI PC vendors, "but we are finding that the messages are shifting more to the overall package now - so rather than 'just' focusing on AI capabilities, the message is about battery life, performance, best product for the task, future-proofing, and AI."
Memory shortage could push PC shipments to pre-pandemic lows [13]READ MORE
Lenovo is pinning the use of agentic AI on driving sales of computers. They are designed to perform tasks, automate workflows and offer personalized assistance locally on the device.
Taking a glass half-full approach, Pygott said: "There is a chance the on-device AI message will gain in importance again if and when we all start using agentic AI and devices 'learn' about us. Or of course if that killer app eventually comes along."
[14]
The main challenge for PC makers in 2026, however, is related to [15]memory prices . This is ironically due to AI, as demand for HBM in high performance server and GPUs deployed in AI datacenter leads to shortages of DRAM as production is prioritized to premium components.
Get our [16]Tech Resources
[1] https://www.theregister.com/2025/06/04/ai_pc_sales_analysis/
[2] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_software/aiml&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=2&c=2aW5jPE7lnxrSRDd2pRmnAwAAABg&t=ct%3Dns%26unitnum%3D2%26raptor%3Dcondor%26pos%3Dtop%26test%3D0
[3] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_software/aiml&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44aW5jPE7lnxrSRDd2pRmnAwAAABg&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0
[4] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_software/aiml&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33aW5jPE7lnxrSRDd2pRmnAwAAABg&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0
[5] https://www.theregister.com/2024/09/13/win_11_refreshes_delayed_pc_makers/
[6] https://www.theregister.com/2026/01/15/forrester_ai_jobs_impact/
[7] https://www.theregister.com/2026/01/12/microsoft_copilot_removal/
[8] https://www.theregister.com/2025/12/22/what_linux_desktop_really_needs/
[9] https://www.theregister.com/2025/11/26/dell_q3_2026/
[10] https://www.theregister.com/2025/11/26/hp_inc_q4_2025/
[11] https://www.wsj.com/articles/dells-underperforming-pc-business-seeks-a-comeback-0eb72621?mod=cio-journal_lead_story
[12] https://www.theregister.com/2026/01/06/dell_52inch_monitor_four_screens_in_one/
[13] https://www.theregister.com/2026/01/13/idc_pc_sales_memory_shortage_effects/
[14] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_software/aiml&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44aW5jPE7lnxrSRDd2pRmnAwAAABg&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0
[15] https://www.theregister.com/2026/01/06/memory_firm_profits_up_as/
[16] https://whitepapers.theregister.com/
Re: I wonder if the problem is nothing to do with the spec of the computer
As a gamer, I require the fattest hardware that I can service myself, ruling notebooks straight out. Old school full ATX cases. They are glass aquariums these days, but the thumb rule is still ATX, ITX if you are feeling bold and want it to be luggable.
And notebooks that are remotely adequate for gaming, are either power hungry, overheating gremlins, or must be tethered to a power socket to unleash the full multipliers, or all of the above. Regardless, they are a chore to fix if something goes wrong. Yes, they still are constrained, 20 years out of the idea.
Re: I wonder if the problem is nothing to do with the spec of the computer
However, the vast majority of general public “Gamers” still use XBox, PlayStation, Nintendo. I expect the console market is a driver for the new Steam console.
Thus, I would agree the problem for the majority of people isn’t the spec’s but what they actually need it to do. 20 odd years back, you needed a PC to surf the web and receive email. With the rise of large screen and fast smartphones, games consoles and smartTVs that can also serve as multimedia/entertainment servers, streaming services etc. I see little need for most people to have a PC outside of work. I suggest for many the PC is going the same way as VCR’s, Record/Cassette/CD players etc.
Otherwise don’t disagree with your analysis, just that your needs represent a relatively small sector of the market.
Re: I wonder if the problem is nothing to do with the spec of the computer
One of my primary tasks at $EMPLOYER is to design hardware, so I use a pretty powerful CAD package. I also do a fair amount of software (embedded, mostly ARM).
My Dell laptop (which I had upgraded to 16GB - really the minimum necessary for a modern CAD package) handles this without a problem with my multiple screen setup.. No 'AI' chips in sight.
I see no point in the AI add-ons as they cannot do anything useful in my area (it might leave something useful its wake just as expert systems did but what remained after that debacle was a far cry from what had been promised - sounds familiar...).
I have seen lots of posts across various sites where the claims of 'AI did my PCB!' pop up now and then but the problem with that is the schematic and layout are the implementation phase by which time I have already done the hard work of figuring out what the design has to be, something no amount of current AI / LLMs can do (well, without very specific guidance but if I have to get that specific I have already done the work).
Re: I wonder if the problem is nothing to do with the spec of the computer
Totally this.
I've vowed to not buy another PC, despite all my existing PCs, bar one, being geriatric and unable to upgrade to Win11. One already runs Linux.
The future isn't Wintel x64, its ARM. Without Windows.
My next PC will be another Raspberry Pi. It does everything I want, including AI should I feel the need. And it'll be MY AI, not anyone else's shoved on me like Copilot (and if I really need it I can use it on Android!).
I have no interest in AI - and a rant.
I wanted a powerful PC for photo processing (Adobe s/w). The best "value" seemed to be an HP one with the top level AMD processor, decent graphics processor and 64gb of memory. I got a good deal and it works well - apart from the stupid touchpad which will insist on zooming down to the bottom left when I want to do anything. HP say it's "normal" and won't do anything.
I've looked at replacing it but there's nothing else to touch it.
So, back on topic - I really have no interest in Co-pilot or other local AI stuff. I really can't see the point. If I do want to "use" AI for anything, I'll just as a question through a browser and let the servers at the other end do all the work.
Re: I have no interest in AI - and a rant.
> I wanted a powerful PC for photo processing (Adobe s/w).
Oddly enough, photo editing is where "AI" seems to shine. Imagine Select Subject (with feather), remove-object/background fill, etc. Even better, it's not an LLM (to the best of my knowledge) that implements this functionality.
In news surprising to absolutely no one...
In news surprising to absolutely no one, (except Marketing and Tech Executives apparently), you will struggle to sell things to consumers which have no benefit to the consumer.
"Hey Sir, you want to buy this premium computer, complete with AI chip."
"Umm why is it so much more expensive then that one over there with the same specs?"
"That one doesnt have the AI chip!"
"What does the AI chip do?"
"It handles your AI applications?"
"What AI Applications?
"... Well when a really Killer AI App comes out, you'll need this chip to make it work!"
"You mean there is no Killer AI App, right now?"
"I'm sure it wont be long now! Top Tech people are working on it as we speak."
"Right... Well I'll come back and talk to you about this laptop when that killer app comes out. Bye now..."
I don't know
Killer app: Notepad with Copilot.
Re: Killer app?
Notepad withOUT Copilot.
FTFY
As long as "how do I turn off the AI?" is a popular search term, they're going to struggle to sell their Emperor's Clothing boxes.
At the moment, I get the impression that the killer apps (how much do I hate that term?) are those that turn off AI and personal data vacuuming in apps.
I'm IT literate (I'm here aren't I?) and work has furnished me with a Copilot subscription (as part of a trial) and I have an HP Elitebook with a Copilot key where I'd prefer a second CTRL one to be. When I press it... I get the same menu as I get pressing teh Windows key. What's it actually for? All my Copiloting has so far been done in the various apps MS has bludgeoned it into. I. Don't. Get. It.
A Killer AI App... hmm....
I'm not sure we really want a Killer AI App. I mean it hallucinates enough dangerous stuff already without it deliberately going out of its way to kill people!!
Also how are you going to get a Return on Investment of an App that kills its users!
Then again, the people who are actually willing to blindly follow whatever an AI says... I'm just trying to say, I dont think we'd be losing a cure for cancer, if you know what I mean... And if it can record the deaths and make them hilarious... Well I guess I can see how it might achieve a Return on Investment after all...
Re: A Killer AI App... hmm....
Likewise my being naturally a cynical, suspicious chap and in this context more than a tad paranoid, when someone offers me a " Killer App " (AI "enhanced" or not) the first thing that crosses my mind is: who or what is it intended to kill ?
At the moment for the AI enhanced version the answer is looking increasingly like everybody and everything !
I want optical drives back.
I just gave up shopping, I guess I'll wait till my old machine just dies.
Re: I want optical drives back.
Laptops with optical drives are gone and not coming back.
Desktops with optical drives are still very much available.
I've been using a USB optical drive for the last 10 years with my different computers. DVD-RW USB drive is something like 40 eur.
I wonder if the problem is nothing to do with the spec of the computer
In that what many people do in terms of 'computing' has little if anything that can't be done on a phone, or if they want a larger screen, a tablet.
Anecdotally, the kids and grandkid use phones and tablets except for work tasks. Mrs B uses a laptop largely to use the browser and to play patience; a tablet would do the job as well but she likes the format. I use a laptop with multiple screens (depending where I am) but I develop software and hardware for my own amusement - I'm no longer tied to work.
I suppose the only other use case that requires fat hardware is the gamers'.
I don't know of anyone who's crying out for the AI hardware add-ons.