Amidst the rapid advancements in AI technology, ASUS has confirmed an upcoming increase in the prices of its products. This change, set to take effect soon, is attributed to escalating costs in the production of key components such as DRAM and SSDs. The company has provided an insight into the reasons behind these adjustments, highlighting the influence of the AI industry’s growth on global markets.
ASUS Responds to AI-Driven Market Dynamics
With the accelerated adoption of AI, ASUS is among several manufacturers responding to the resultant strain on global supply chains. Industry insiders have noted significant price hikes for crucial components like DRAM and NAND since October, a trend that has prompted companies including Maingear and Framework to adjust their pricing strategies. As of January 5, 2026, ASUS will follow suit, increasing the costs of certain product combinations.
Future Implications of Price Adjustments
The company’s statement underscores the dual nature of current market conditions, characterized by both opportunity and challenge. ASUS plans to implement strategic price adjustments on select product portfolios starting January 5, 2026. This move is deemed necessary to counteract cost pressures while preserving quality and service standards.
Notice on 2026 Product Price Adjustments
Dear ASUS partners and customers,
Thank you for your long-standing support and trust in ASUS. In this new era of AI-driven computing, enterprises face both greater opportunities and challenges in operational planning. ASUS remains committed to long-term partnerships built on shared value, striving to deliver advanced and reliable IT solutions while growing together with our partners.
As we approach the end of 2025, global PC and IT infrastructure markets are seeing strong demand driven by AI applications. However, due to structural fluctuations in the global supply chain, several key components are experiencing significant cost pressure, particularly memory (DRAM) and storage components (NAND / SSD). These changes stem from adjustments in global manufacturer capacity allocation, rising investments in advanced manufacturing processes, and the rapid expansion of AI computing demand, resulting in structural shifts across the industry. The impact is gradually being reflected in system planning and overall cost structures, becoming an unavoidable industry trend.
After carefully evaluating market conditions, supply stability, and product quality commitments, ASUS remains focused on delivering industry-leading technology and R&D capabilities to our customers. As a result, ASUS plans to implement strategic price adjustments on select product portfolios starting January 5, 2026. This decision is a necessary response to sustained cost pressures and rising supply costs, aimed at ensuring stable supply, maintaining product quality and service standards, and continuing to support the broader ecosystem.
We fully understand that this adjustment may impact our partners’ operations, and your understanding and support are deeply appreciated. ASUS sales representatives will proactively reach out to provide detailed explanations and assist in planning appropriate response strategies and configuration recommendations to minimize the impact. ASUS will continue leveraging its global manufacturing and supply chain management capabilities, working closely with partners as a trusted, long-term business collaborator.
Once again, thank you for your trust and support. We look forward to maintaining close cooperation during this critical period, jointly navigating market changes and creating a mutually beneficial future.
Sincerely,
ASUS
ASUSTeK Computer Inc.
General Manager, Systems Business Group
Joe LiaoDecember 30, 2025 (Republic of China Year 114) (Machine Translated)
Preparing for a Surge in Hardware Prices
In light of these changes, consumers can expect increased prices on pre-built systems, laptops, gaming handhelds, and possibly GPUs. Reports suggest that companies like NVIDIA and AMD are also planning price hikes for GPUs in early 2026. The anticipation of higher costs has motivated ASUS to reportedly boost the production of DDR4 motherboards in 2026, as industry prices are only expected to rise.