ASUS to Raise PC Prices Ahead of CES 2026 Amid Memory Shortage

ASUS has announced plans to increase prices on select PC products starting on January 5, 2026, just prior to the Consumer Electronics Show (CES) in Las Vegas. The Taiwanese technology company cited rising costs of DRAM, NAND flash, and other essential components as the primary factors driving this decision. This announcement makes ASUS one of the first major PC manufacturers to confirm price adjustments linked to the ongoing global memory shortage, a trend that has steadily escalated component costs throughout 2025.

While ASUS has not specified which models will be affected, it is reasonable to expect that the price increases will impact a wide range of products, including laptops, desktop PCs, the ROG Ally handheld device, and graphics processing units (GPUs). The company is also working on producing its own RAM to potentially offer more competitive pricing in response to market demand, particularly in light of Micron’s recent decision to shut down its Crucial business.

Understanding the Price Increase

The forthcoming price adjustments reflect a broader supply-chain challenge within the semiconductor memory market. After experiencing several years of relative stability, prices for DRAM and NAND flash have surged sharply. A significant portion of memory capacity is now being allocated to high-bandwidth artificial intelligence systems and data centers, which has left conventional PC products competing for a dwindling supply.

Internally, ASUS describes the impending price hikes as a “strategic adjustment” designed to maintain product quality and ensure supply stability after absorbing increased component costs for an extended period. While the company has not disclosed specific figures, industry analysts anticipate that the price increases will reflect recent trends seen across the industry, varying from minor increments to more substantial hikes based on the product’s memory configuration.

The timing of this announcement poses challenges for consumers, as CES 2026 approaches. Buyers are already contending with rising hardware prices, and this news adds another layer of uncertainty. For those considering a PC build or upgrade in 2026, it may be prudent to monitor post-CES pricing closely, explore refurbished options, or wait for mid-year stabilization in component costs.

Market Implications

The implications of ASUS’s pricing strategy extend beyond the company itself. The adjustment signals a shift in the market dynamics, where consumers may need to recalibrate their expectations regarding hardware affordability. As the trend towards higher prices continues, the end consumer faces the challenge of navigating an increasingly costly landscape.

Whether consumers are interested in AI features or standard functionalities, the market is clearly adapting to a new reality, and once again, it is the consumer who is left to bear the financial burden. As the industry evolves, ASUS’s strategy may pave the way for other manufacturers to follow suit, further impacting pricing structures across the board.