Nvidia and Microsoft this month touted the reinvention of computers with a new class of “agentic AI PCs” that will “reinvent the way PCs work.” 

That’s how Nvidia CEO Jensen Huang described the computers at the recent Computex trade show. At the event, Nvidia introduced its first AI-focused PC chip called N1X, which has an integrated CPU and GPU and will be used in agentic AI PCs.

Nvidia’s new RTX Spark PCs are the first in a major “PC reinvention for 40 years,” Huang said, likening them to AI phones. “You could talk to it, it could look at you. You could ask it to read files… [or] go help you do research.”

Not so fast, say analysts, who argue the computers are mostly repackaged AI PCs that shouldn’t necessarily drive enterprise upgrades.

“Agentic AI PCs is a strange term that should probably be deemphasized,” said Leonard Lee, principal analyst at neXt Curve. “Depending on use case, PCs of the last two generations are ‘agentic AI’-capable.”

Skeptical of the hype, analysts said many current PCs are already capable of running agents, such as those spun up on device by OpenClaw. Those agents don’t need to communicate with AI models in the cloud.

In fact, Lee said, Apple has already shown that Windows isn’t needed to run agentic workloads, with the Mac Mini among the most talked-about device for hosting personal AI agents and OpenClaw.

Analysts said the definition of agentic AI PCs really comes down to the hardware inside, which largely defines their capabilities. Most are really just an evolution of earlier AI PCs, which arrived a few years ago amid similar hype.

AI PCs, specifically CoPilot+ PCs, were originally designed with neural processing units (NPUs) to support the requirements of Windows Recall. “Some argue agentic AI PCs need more GPU compute, but…Qualcomm and Microsoft would counter that agentic AI PCs have been around for a while,” Lee said.

To highlight the capabilities of the RTX Spark PC, a demonstration at Computex showed how an architectural design workflow could be split between the PC and the cloud. (An MCP server managed data exchange to facilitate the cloud-PC workflow.)

Adobe has reengineered Photoshop and Premiere for RTX Spark PCs, allowing the software to communicate with AI agents on PCs and tools to run twice as fast, Huang said.

And at the company’s recent Build conference, Microsoft CEO Satya Nadella demonstrated the new Surface Laptop Ultra AI PC based on the RTX Spark design. He positioned agentic AI PCs as running a new execution layer that can act across files and devices, including generating and executing code. 

While AI PCs with agents will be capable, they still lack applications, said Jim McGregor, principal analyst at Tirias Research. “However, PCs — especially the small form factor PCs and workstations — are likely to be the home AI appliance,” he said.

For enterprises, upgrading to RTX Spark PCs at this point could pose problems. That’s because Nvidia’s N1X CPU is based on the Arm processor architecture and could run into compatibility issues with x86 applications designed for Intel and AMD chips.

“Despite Arm processors being available for a while, enterprise penetration stays small, since compatibility with all apps, drivers, and corporate systems is critical and requires extensive testing…, even though Microsoft has done a reasonably good job with Windows 11 on Arm,” said Jack Gold, principal analyst at J. Gold Associates.

Because Microsoft is moving to natively incorporate AI into Windows, those PCs will land in enterprises ultimately, Gold said.

Regardless of hype, it might be a good time for enterprises chasing an agentic AI agenda to upgrade laggard Windows 10 devices, Lee said. “Considering the considerable hype about agentic AI, early adopters will need to upgrade their fleets if they pursue a broad agentic AI agenda for their organizations,” he said.

Apple execs are now acknowledging the company is going to need to raises prices to cope with higher component costs, particularly memory. Apple has been battling to avoid doing so, but warned this week that those efforts are “unsustainable.”

The price pressure is being felt across the tech industry. Omdia predicts the average selling price (ASP) of smartphones globally will increase by around 20% this year — partly because AI industry demands have pushed up RAM prices and partly because of rapid cost increases in processor production as a direct consequence of war in the Middle East. This impacts anything that uses memory or processors.

Apple must raise prices, CEO warns

“We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable,” current Apple CEO Tim Cook told the Wall Street Journal.

OK, so prices are going to go up. But how?

If Apple must raise prices, the way it does so matters. Will it increase prices across the board, or choose a subtle, strategic approach that protects margins while also maintaining rapidly accelerating market share growth?

Until now, Apple has been benefiting from the rising tide in memory prices. While competitors have been steadily increasing prices across the board, Apple introduced its first $599 laptop even as it eats into mid-range smartphone sales. 

To grow, or to grow less?

The PC industry is not growing (outside of Cupertino), and Apple and its investors already know that the inordinately high customer satisfaction ratings its platforms enjoy mean that when people switch to them they tend to stick around. That’s why it matters that Cook highlighted record switchers and first-time platform users during the company’s most recent fiscal call. Apple is growing new customers, people who are likely to sign-up for services, accessories, and future upgrades. Winning the customer is an investment in future performance.

When it comes to increasing prices, we’ve seen some gentle experimentation in the Mac mini line, where the entry-level $599 model was effectively replaced by a more expensive $799 SKU. There have been suggestions Apple could do the same with the $599 MacBook Neo, dumping the entry-level build in favor of the (better) $699 model. I’m not certain that’s the best approach. 

A matter of choice

I’d argue that the $599 price point is psychologically the best bit of marketing Apple has ever done as it draws new users to look at its platforms. I also think substantial numbers of people already shift up to the $699 version, if they can, making that entry-level price an incredibly effective marketing tool with which to woo customers. It looks like that approach is working; the MacBook Neo has led the Amazon Laptop Sales chart ever since it was introduced and is selling in huge quantities globally.

Francisco Jeronimo, IDC vice president for data and analytics, sees this, writing: “It will be interesting to see whether Apple raises prices across its entire portfolio or plays strategically by subsidizing its more affordable products to gain market share and grow its installed base.”

If Apple raises prices at the price sensitive, entry-level end of its market, it runs the risk of slowing its own resurgence. Given that a 10% price hike here is only worth around $60, the revenue generated might not justify blunting Apple’s offer to new users.

Pricing and strategy

But Apple isn’t defined by its entry-level markets. Its biggest earning opportunities continue to be generated by the aspirational middle class, who, while feeling the pinch of declining living standards in many markets, can still handle the price of a top-of-the-range iPhone Pro. A 10% price increase at that end of the market will generate a much more significant chunk of revenue – and since rival vendors are raising their prices at this end of the market, Apple can follow suit while still seeming affordable. It’s an approach that maintains growth while optimizing margins.

Apple generates roughly half its revenue from iPhone sales, with the Pro and Pro Max devices accounting for a significant chunk of that money. Consumers looking to buy one of Apple’s high-end devices are likely to be less price-sensitive than those making purchases at the low- and mid-points of the company’s market range. 

With that in mind, it makes more sense for the company to raise prices at the top, while working to maintain the cost of entry at the lower end. It could, of course, raise prices universally, but doing so makes less sense.

What next?

Whatever strategy Apple adopts, company leadership is clear that component pricing is hitting hard. “We definitely need memory pricing and supply to return to reasonable levels for consumer products. That’s the bottom line,” Cook said.

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Intel is invading the physical AI space with a reentry into the robotics market it quit many years ago amid financial struggles.

The robotics strategy is part of the company’s larger plan to establish AI on the “edge,” in which devices have the computing capability to run AI locally. Many devices lack AI capabilities and have to offload processing to the cloud.

The chipmaker said its Intel Series 3 processors are now in 130 edge AI and robotics designs. It also had a design win with SensoryAI, which provides technology for robots that include Ella, a robotic barista made by Crown Digital.

The company’s Core Ultra Series 3 processors are derivatives of chip designs intended for laptops. But Intel has achieved a level of power efficiency for long battery life that allows those chips to be adapted for handheld devices and laptops.

Intel also said it can build advanced robotics chips thanks to its latest manufacturing technologies.

For example, many robotic functions, such as computer vision and real-time controls, can be integrated into a single chip. Previously, functions like graphics and movement and control were distributed among different cores in a chip.

SensoryAI, for example, has a chip architecture that provides the robotic barista — which is more like a robotic arm — with AI capabilities, Intel said.

The main “Avatar” agent handles customers as the main “Ella” agent reasons and executes the task. If Ella encounters errors, it passes on the issue to a Guardian agent, which helps with the recovery. Some issues could include making sense of an order, or cups that might be stuck. 

The three agents are embedded in a single piece of Core Ultra Series 3 silicon.

Intel is displaying some of those robots at the Computex trade show in Taiwan. The company shared a video of a humanoid-style robot from the floor in a X.com post  

This is not Intel’s first attempt at the robotics market. Intel sold robotics chips and kits when it was a dominant chip player in the field, but curtailed efforts in 2021 after Pat Gelsinger took over as CEO and restructured the company to focus on manufacturing.

Robotics is now back on the menu under new Intel CEO Lip-Bu Tan, who replaced Gelsinger last year. He has restructured to company to focus on high-growth areas that can generate high returns.

A Morgan Stanley study last year indicated the robotics market could be worth $5 trillion by 2050 — and more than 1 billion humanoid robots could be in operation. 

Robots are seen to improve human productivity and manufacturing output. For example, they could help factories that are facing labor shortages or be used to complete tasks that are dangerous. 

However, challenges remain. There isn’t yet enough real-world data to train robots to do targeted work. And the AI models — generally called world models — they will need are still under development. 

Training robots to do a specific job requires a sequence of events to happen in succession without any errors. Companies are still training robots to spot and understand errors, analyze possible resolutions, and take the right corrective action.