The ASUS NX90 (Credit: ASUS)

LAS VEGAS -- Computer maker ASUS, which fueled the netbook craze with its Eee PC lineup, took a different direction during its Consumer Electronics Show press event here today, stressing the importance of better design for portable computers.

"We are looking forward to leading the PC industry into a new era of thought behind computer design," said ASUS chairman Jonney Shih, after unveiling four new computers at the event. At one point, Shih seemed to allude to Apple as a role model, saying that an overriding focus on design has been the domain of one company in the industry.

It was an unexpected declaration from a company that helped to lead the industry toward small, Web-oriented machines. ASUS showed a new designer Eee PC during the event, but didn't talk in any significant detail about plans for future generations of its signature netbook.

Jonney Shih

Instead, the new machines shown by the Taiwanese company included the polished aluminum NX90, a joint project with consumer electronics design company Bang & Olufsen that comes with a high-tech sound system, an 18.4 inch screen and dual touchpads on either side of the keyboard. The company didn't give pricing or availability during the press event, or in its news release, but CNET News.com cites a starting price of $1,999 and says it will be available in early March.

That machine runs Windows 7, but ASUS hasn't historically been wedded to the Microsoft operating system. In netbooks, in particular, it made its mark initially with Linux-based machines before expanding to offer Windows, as well. During the Q&A afterward, I asked Shih for his take on the relative performance of Linux vs. Windows 7 on netbooks.

He said performance differences between the operating systems aren't the big issue anymore. Instead, the key issues are compatibility and price. On the price issue, he said, Microsoft has been "willing to sacrifice and minimize the gap" as the netbook market has evolved.

In the netbook arena, the company showed a new "Seashell" designer Eee PC by Karim Rashid during the event. Other machines on display included a new U53 laptop that uses bamboo as a key material, and a high-end G73 notebook, targeted to video-gamers, the design of which Shih compared to a stealth fighter. More pictures below.

The ASUS G73 gaming notebook.

The ASUS Eee PC "Seashell"

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