Rhiain Cliffe, End User Device Specialist at Phoenix Software, considers the likely impact of RTX Spark on the wider PC market
What is the potential impact of this announcement on the PC market?
This development could reshape the PC market over the next 2–5 years by shifting focus towards AI-first devices, where performance is judged on on-device intelligence rather than just traditional specs like CPU and RAM. We will see this new processor being used in Windows PCs from big brands such as Microsoft Surface, Dell, Lenovo, HP and more. This will result in Nvidia’s entry intensifying competition across chipmakers and integrated ecosystems (such as Intel, AMD, Qualcomm, Apple), driving faster innovation in AI performance, battery efficiency and security. At the same time, it signals a move towards tighter hardware/software integration and potential ecosystem lock-in, similar to Apple’s approach. In the near term, this will likely lead to premium, high-cost devices aimed at power users and developers, widening the gap between standard PCs and more advanced AI workstations.
Jensen Huang claims this is a ‘reinvention of the computer’ moment similar to how the smartphone reinvented the phone. Do you agree?
This isn’t a true ‘smartphone moment’ yet, but it has the potential to become one if the software ecosystem matures. The shift toward proactive, on-device AI assistants is real, offering faster, more private experiences and echoing the early days of smartphones, where hardware led ahead of clearly defined use cases. However, key barriers remain: where smartphones had an app/social/media explosion, there’s no killer app/must-have daily use case driving daily reliance. Also, costs are still high and user behaviour hasn’t fundamentally changed. Overall, it could feel more like the early iPhone era – promising directionally, but dependent on meaningful AI use cases emerging before it reaches mass impact.
Will this accelerate PC sales that have been relatively stagnant for years?
This is a good opportunity for hardware sales, but it’s more likely to grow steadily over time rather than lead to a sudden spike in demand. The biggest opportunity is with businesses, especially those using AI tools like Copilot or working in areas like data and development, where more advanced devices can offer better performance and higher value. These devices also support key priorities for customers, such as stronger security, keeping data on the device rather than in the cloud and reducing energy use. While this helps position devices as ‘AI-ready’ and future-proof, sales are likely to increase gradually, starting with early adopters over the next 12–18 months, then building into wider upgrades over the following 2–3 years and eventually becoming a standard feature in most PCs, much like SSD storage and built-in security are today.
In summary, I would say that while the NVIDIA RTX Spark announcement marks the shift toward AI-first PCs – a genuine but early-stage change – it won’t drive immediate sales spikes. But it does create a longer-term opportunity for higher-value, AI-led refresh cycles and premium device experiences.
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