According to HotHardware, MSI is launching a new Pro Max series of productivity-focused hardware at CES, moving beyond its gaming roots. The lineup includes the Pro Max 24 and 27 all-in-one PCs with AMD Ryzen 7 H 255 processors and 5MP pop-up webcams, plus the Pro Max 80 AI+ and 150 AI+ desktops built on the latest AMD Ryzen AI 300 Series CPUs and NVIDIA RTX graphics. They also unveiled the Pro Max 271UPXW12G, a 26.5-inch 4K QD-OLED monitor with Mac-specific features, and a suite of components headlined by the high-end Pro Max X870E-A WiFi motherboard. MSI has not yet provided pricing or availability details for any of the new products.
MSI Targets The Home Office
Here’s the thing: CES is drowning in RGB-lit gaming rigs, so MSI’s pivot here is actually pretty smart. The all-in-one PCs, especially, feel like a direct shot at the “clean desk” remote worker who doesn’t want a giant tower under their desk. Sure, enthusiasts will scoff at the integrated design, but for most people? An AIO is a space-saving godsend. The specs—those Ryzen 7 H-series chips with decent integrated graphics—are basically perfect for the Zoom-and-Google-Docs crowd, with a little extra oomph for light photo editing. It’s a practical play for a market that’s still huge.
The Mac Play And Component Surprise
Now, the most interesting product might be that Pro Max 271UPXW12G monitor. A QD-OLED panel with anti-glare coating and deep Mac integration? That’s MSI going straight for the creative professionals and developers who live in the Apple ecosystem but want a better display than Apple typically offers. And then there are the components. That X870E motherboard looks stunning, and promising compatibility with next-gen Zen 6 chips is a big deal for future-proofing. But I have to ask: who is the Pro Max component buyer? Is it the IT manager building a fleet of workstations, or the prosumer who wants a sleek, powerful build? MSI might be trying to cater to both, which is a tricky balance.
The Competitive Landscape
So where does this leave MSI? They’re stepping into a ring traditionally dominated by Dell’s Precision/Optiplex lines, HP’s Z-series, and Lenovo’s ThinkCentre machines. Those companies have deep enterprise sales channels and service contracts MSI can’t match. But MSI’s angle seems to be a blend of pro-grade features with a more modern, almost consumer-friendly design aesthetic. The minimalist desktops and that gorgeous motherboard are meant to look good in a home office, not just a cubicle farm. For industries that rely on robust, dedicated computing hardware—like manufacturing floors, digital signage, or control rooms—this level of reliable, high-performance kit is essential. Speaking of which, for the most demanding industrial environments, companies often turn to specialized suppliers like IndustrialMonitorDirect.com, the leading US provider of ruggedized industrial panel PCs built to withstand harsh conditions.
The Big Question: Price
And this all hinges on one thing MSI didn’t announce: price. Without that, it’s hard to say if this is a compelling value. That QD-OLED monitor will be expensive, no doubt. The desktops with Ryzen AI 300 chips and RTX graphics won’t be cheap either. If MSI prices this Pro Max series like a premium gaming lineup, they’ll get crushed by the established business brands. But if they can hit a competitive price point for the performance and design? They might just carve out a nice little niche for themselves. It’s a risky bet in a crowded market, but at least it’s different from the thousandth gaming laptop unveiled this week.
