ASUS, the renowned technology company, has recently confirmed plans to implement pricing adjustments for some of its products starting January 5th, 2026. In a letter to its partners, ASUS cited the increasing costs of DRAM and NAND/SSD as the primary reason behind these upcoming price hikes.
According to the letter, obtained by Digitimes, ASUS has stated that the global PC and IT infrastructure market is experiencing strong demand driven by the rise of AI applications. However, this surge in demand has led to "severe cost increases" in key components, particularly memory and storage devices.
The letter explains that these cost fluctuations stem from "adjustments in global manufacturer capacity allocation, increased investment costs in advanced manufacturing processes, and structural gaps in the industry caused by AI computing power demands." As a result, these impacts are being reflected in the overall system planning and costs, posing a common challenge for the entire industry.
After careful evaluation of the market environment, supply stability, and product quality commitments, ASUS has decided to strategically adjust the prices of some of its product portfolios starting January 5th, 2026. The company emphasizes that this adjustment is a necessary decision made to ensure stable supply, maintain quality and service levels, and continue to support its partners' long-term plans for key IT investments.
ASUS has assured its partners that their sales representatives will proactively reach out to provide detailed explanations and assist in planning the most appropriate response or configuration recommendations to minimize the impact of these price adjustments.
The Impact on Consumers
While the AI revolution has brought about numerous advancements, it has also had a significant impact on the consumer electronics market. Regular consumers, even those who may not be interested in AI, are now forced to pay the price for the insane rate of AI datacenter buildouts.
The increased demand for DRAM and NAND memory has dramatically inflated the costs of these components, which in turn has led to higher prices for PCs, laptops, and other consumer devices. This will undoubtedly decrease the value proposition of these products, potentially disincentivizing hardware upgrades and making 2026 a challenging year for PC gamers and the entire PC industry.
It's important to note that ASUS is not the sole culprit in this price hike; they are simply the messenger, passing on the increased costs they are facing due to the supply chain and manufacturing challenges. As a PC enthusiast, this situation may be frustrating, but it's a reality that the industry as a whole must navigate.
In the end, the AI revolution has come at a cost, and consumers will have to bear the brunt of it through higher prices for their technology purchases. While ASUS is taking steps to mitigate the impact, the reality is that the days of affordable PC upgrades may be behind us, at least for the foreseeable future.