Khaberni - ASUS is preparing to raise the prices of a number of computer products starting from today, January 5, 2026, just a few days before the Consumer Electronics Show (CES) 2026 in Las Vegas, in a move that reflects the increasing pressures on the global computer components market.
According to an internal notification issued by the company to its partners, ASUS attributed its decision to the continuous rise in the prices of key components, notably DRAM memory and NAND storage chips, along with other elements in the supply chain.
With this, the Taiwanese company becomes one of the first major computer manufacturers to officially confirm price adjustments due to the global memory crisis, which escalated in severity during 2025, according to a report published by the website "digitaltrends".
ASUS has not disclosed which models will be affected by the increase, but indications suggest that it will extend to most products that rely on memory and storage, including laptops, desktops, the portable gaming device ROG Ally, and even graphics cards.
This step comes despite ASUS's attempts to boost its presence in the memory market by manufacturing its own RAM units, in an effort to meet demand and possibly offer less costly alternatives, especially after Micron exited the Crucial business.
However, the news of the price hikes was an unwelcome shock to a wide segment of computer users.
Why is this increase important?
ASUS's move reflects broader pressures in the semiconductor market, where DRAM and NAND prices have seen significant jumps after years of relative stability.
This is partly due to a large portion of memory production being directed towards artificial intelligence systems and high-performance data centers, which reduces the available supply for traditional computer products.
ASUS described this increase internally as a strategic adjustment aimed at preserving product quality and supply stability, after the company incurred high costs for a long period.
Although there are no official figures, analysts expect the increases to range from slight to significant, depending on the product category and memory capacity.
Sensitive timing for consumers
For consumers, the announcement comes at an inopportune time, just before CES 2026, an event that many look forward to for unveiling new devices and technologies.
With the continuing wave of price increases, buyers may have to reevaluate their options, whether by monitoring prices after the show, considering refurbished devices, or waiting for a potential stabilization in the components market by mid-year.
As the market increasingly moves towards products driven by artificial intelligence requirements, it seems that the end consumer will remain the party that bears the brunt of these transformations.
