ASUS is preparing to significantly increase the prices of its PCs. New reports suggest price increases could be steeper than initially expected. The move comes amid growing pressures in the global hardware industry caused by rising component costs and ongoing supply shortages.
Price increases could reach up to 30%
According to this report, ASUS plans to increase PC prices by 25% to 30% starting in the second quarter of 2026, marking one of the most aggressive price changes in recent years.
The announcement was made by a senior ASUS executive during a recent product event, where the company highlighted the increasing difficulty of maintaining margins in current market conditions. While the first adjustments are expected to initially affect Taiwan, industry analysts believe the impact could spread across the world over time.
Pressure in the supply chain is driving up costs
The main reason for the price increases is a sharp increase in component costs – particularly memory. The price of a standard 32GB RAM module has reportedly increased dramatically, reflecting a general shortage in the global DRAM market.
In addition to memory, ASUS is also facing rising costs for SSDs, CPUs and GPUs, all of which are important components in modern PCs. Due to these bottlenecks, it is becoming increasingly difficult for manufacturers to ensure sufficient supplies without paying significantly higher prices.
The situation is further complicated by shifting industry priorities. Much of the available storage supply is now used for AI data centers, which consume large amounts of high-performance components, leaving less for consumer electronics.
Why this is important for the PC market
ASUS’ move reflects a broader trend in the PC industry, where manufacturers are being forced to pass rising costs on to consumers. Other major brands including Acer, Dell and Lenovo are also expected to make similar price adjustments.
This could have a significant impact on the market. Analysts warn that low-cost PCs could become harder to find as rising production costs make low-margin products less profitable. At the same time, the price increases could curb consumer demand, particularly among buyers looking for affordable upgrades.
What it means for buyers
For consumers, the timing of this announcement is critical. With price increases expected in the coming months, experts suggest now is the best time to buy a new PC before costs rise further.
Once existing inventory – consisting of older, cheaper components – sells out, newer inventory will likely reflect higher production costs, leading to noticeable price increases for laptops and desktops.
The impact can be particularly pronounced in gaming and high-performance systems, where component costs play a larger role in overall pricing.
What comes next
Looking ahead, the situation may not improve quickly. Industry experts say memory shortages and supply bottlenecks could last until the end of 2026 or beyond as semiconductor production capacity takes years to expand. Meanwhile, PC makers are expected to explore alternative strategies, including prioritizing premium devices, customizing configurations or diversifying into other markets such as AI infrastructure.
For consumers, this represents a shift in the PC landscape – one in which affordability could take a backseat to performance and availability. As ASUS pushes forward with its pricing strategy, one thing is becoming clear: the era of relatively stable PC prices may be coming to an end, at least for the foreseeable future.
