LAS VEGAS – Just days before the start of CES 2026, ASUS has announced price increases on a range of its PC components and systems, effective January 5th [[1]], [[2]]. The company cites surging costs for key components like RAM and SSDs, driven by increased demand from the artificial intelligence sector and ongoing supply chain adjustments [[3]]. This move signals a potential shift in the PC market after a period of relative price stability, and may foreshadow similar adjustments from other manufacturers.
ASUS has announced price adjustments to a portion of its hardware lineup, effective January 5th. The company cites increasing costs within the PC industry as the driving factor behind the changes, according to a report from Digitimes.
The decision follows a period where ASUS absorbed rising costs internally, the company communicated in an official letter to its partners and customers. This move reflects a broader trend of component price increases impacting the tech sector.
Memory and Storage Costs Rise
ASUS identified DRAM memory and storage components – including NAND and SSDs – as being particularly affected by sustained price pressure. These increases are attributed to shifts in production capacity, higher investments in advanced manufacturing processes, and growing demand from the artificial intelligence sector. The rising demand for AI systems is placing a strain on the supply chain for critical components.
These factors are directly impacting the cost of building complete devices, especially those requiring substantial memory and fast storage capabilities.
Impact on Systems and Future Hardware
The specific products subject to price increases have not yet been detailed, but complete systems are expected to be more affected than individual components. This suggests consumers may see higher prices on pre-built PCs and laptops.
The timing of this announcement is notable, coming ahead of CES 2026, where ASUS is slated to unveil new technologies. This suggests that upcoming hardware generations may launch at higher price points. ASUS has reportedly informed partners to work towards minimizing the impact of these price adjustments through configuration options.
The news comes amid earlier reports that the PlayStation 6 and next-generation Xbox consoles may face delays due to escalating RAM prices, as previously reported.
