ASUS warns of price hikes starting January 5, just ahead of CES 2026
ASUS has sent partners a notice saying it will adjust pricing for some products starting January 5, 2026.
In the letter, ASUS points to higher costs and supply volatility tied to AI-driven demand, with memory and storage called out directly. The company mentions DRAM and NAND and SSD components, plus upstream supplier capacity shifts and higher investment costs for advanced manufacturing. ASUS explains the change as a move to keep supply stable and maintain product quality and service levels.
ASUS did not list affected models. It only says some “ product combinations” and “configurations” will see changes, and that business reps will share details. Presumably the price increase will affect anything with memory and storage (lapopts, PCs, GPUs?).
The timing is hard to miss. January 5 lands right before CES 2026, when ASUS will be showing new hardware. If you already think ASUS products are expensive, the next batch at CES may reset expectations.
Also, correct me if I’m wrong, but no one asked for an AI revolution, yet buyers are the ones paying for it through higher component costs and the price updates that follow. How many of such announcements are we going to see next month?
Source: ASUS/Digitimes
Full translation:
Letter on 2026 Product Price Adjustments
Dear ASUS partners and customers,
Thank you for your long-term support and trust in ASUS. In this new era of AI-driven computing, companies face both new opportunities and new challenges in operational planning. ASUS values our partnership with you and remains committed to providing up-to-date and reliable IT products and services, growing together with your team and creating shared value.
As we approach the end of 2025, global demand in the PC and IT infrastructure markets remains strong, driven by AI adoption. At the same time, structural volatility in the global supply chain is putting sustained upward pressure on costs for key components, particularly memory (DRAM) and storage components (NAND and SSD). These changes reflect shifts in capacity allocation by upstream suppliers, higher investment costs for advanced manufacturing processes, and structural supply gaps created by rising AI compute demand. The impact is now being reflected across overall system planning and cost structures, and it has become an industry-wide challenge.
After carefully reviewing market conditions, supply stability, and our commitments to product quality, and while continuing to invest in technical R and D, ASUS plans to implement strategic price adjustments for certain product combinations starting January 5, 2026. This adjustment is a necessary decision after absorbing and responding to cost pressure over an extended period. The goal is to ensure stable supply, maintain quality and service levels, and continue supporting your long-term planning for key IT investments.
We understand the importance of this change to your operations. Your ASUS business representative will contact you proactively to provide details and help plan appropriate response options or configuration recommendations to keep the impact as low as possible. ASUS will continue to rely on our global manufacturing and supply chain management capabilities and work closely with partners to support you as a trusted and dependable business partner.
Thank you again for your trust and support. We look forward to staying closely aligned during this period, responding to market changes together, and achieving mutually beneficial outcomes.
Sincerely,
ASUSTeK Computer Inc.
General Manager, Systems Business Group
Liao Yi-XiangDecember 30, 2025 (Republic of China Year 114)
Source: Digitimes
