The air at CES 2026 is bound to be different from previous years, with multiple factors like mass layoffs and the ongoing push of GenAI impacting the environment. As prices are expected to rise due to a significant memory shortage, the global tech industry is apprehensive about the financial implications. This was a significant topic of discussion when ASUS hosted a media preview in Toronto on December 9, 2025, showcasing what they plan to unveil at CES 2026.
ASUS Discusses Pricing Concerns
During my conversation with Sascha Krohn, ASUS’s global director of technical marketing, pricing was the first topic addressed. With the current shortage of memory, ASUS and other companies are feeling the pressure, although they try to mitigate it by planning component supplies in advance. Krohn acknowledged that while these plans can offer some protection against sudden price hikes, they can’t completely shield vendors. The expectation is that prices for products containing memory chips, including consoles, phones, and tablets, will rise globally. This sentiment is echoed by others in the industry, although not all companies are openly discussing it yet, perhaps due to strategic reasons.
Innovations and Collaborations in the Tech World
ASUS continues to push boundaries with its lineup for 2026. The ZenBook Duo 2026 stands out with significant improvements over its predecessor, boasting enhanced battery life and display quality. On the gaming front, the ROG Xbox Ally X has met with enthusiastic reception, even selling out in some locations. Meanwhile, ASUS’s collaboration with Kojima Productions brought unique designs to life, engaging iconic figures like Hideo Kojima and Yoji Shinkawa in the creative process.
Future of ASUS Product Lines
ASUS has also made strategic decisions regarding its Zephyrus line, opting for Intel chips in the 2026 models while maintaining an AMD option in a 2025-2026 hybrid model. These choices are influenced by a variety of factors, including performance goals and supply chain considerations. The company is also exploring new avenues with the G1000 desktop, introducing innovative cooling solutions and customization options that differ from traditional PC builds.
ASUS’s dedication to innovation is evident, as they continue to experiment with new ideas and collaborations, bringing unique products to market that stand out from the competition.