Single-digit increase still expected
PC prices in Taiwan are still expected to increase in the third quarter, but ASUS says the next adjustment should be smaller than before.
According to Economic Daily News, ASUS Systems Business General Manager Liao Yi-hsiang said some ASUS products in Taiwan were already close to 30% more expensive in May compared with the fourth quarter of 2025. ASUS still expects another price adjustment in Q3, but the increase is expected to stay in single digits.
Component prices are easing, but not enough for price cuts
The latest comments follow ASUS price adjustments in the first and second quarters. The company linked the increases to shortages and higher prices for memory, CPUs and SSDs. Liao said the Q3 increase should be smaller because memory and storage component prices have recently pulled back. ASUS is also considering consumer acceptance, as another large increase could exceed what the market can absorb.
The report only applies to the Taiwan market. Economic Daily News notes that ASUS has not provided the same guidance for other regions, so pricing in the US, Europe and other markets remains unclear.
This follows our March report , when ASUS warned that PC prices in Taiwan could rise by 25% to 30% in the second quarter. ASUS previously said the scale of price adjustments would depend on region, competition, supply and demand, and product competitiveness.
ASUS co-CEO Hsu Hsien-yue previously said research firms expect annual PC shipments to fall by 10% to 15% due to higher prices. However, PC revenue may stay flat or grow slightly because of higher average selling prices. In Excel spreadsheet this may look great for ASUS execs, but for consumer, not so much.
Source: Money UDN
