ASUS to Raise Prices on New PCs from Jan 5 as Memory and Storage Costs Surge

ASUS Prepares Price Adjustments on Select Hardware Ahead of CES 2026

Breaking: the hardware maker informed partners and customers that price changes will take effect on January 5 for a subset of its products.The move, described in an internal memo, follows a period during which ASUS tried to absorb rising costs within the PC supply chain.

Company officials point to persistent pressure on memory and storage components, notably DRAM and NAND/SSD products. Shifts in production capacity, bigger investments in advanced manufacturing, and growing demand for AI-driven systems are cited as the main factors driving higher prices for these parts.

ASUS warns that complete devices will feel the impact, with systems that rely heavily on memory and fast storage being most affected.The exact products affected have not been disclosed.

the timing is notable as CES 2026 looms, with ASUS expected to showcase new technologies at the event. The price adjustments appear to signal that entry prices for upcoming hardware generations could rise, even as the company asks its partners to minimize the impact by limiting configuration changes.

External chatter has linked RAM price surges to potential delays for upcoming consoles, including PlayStation 6 and the next Xbox, though those rumors are not confirmed by ASUS at this time.

key Fact	Details
Effective date	January 5
Affected areas	Some hardware categories; not all products disclosed
Main drivers	DRAM, NAND, SSDs; capacity shifts, manufacturing investments, AI demand
Impact	Higher costs for devices with substantial memory and fast storage
Message to partners	Limit configuration-related impact where possible
Related rumors	Possible RAM-driven delays for PS6 and next Xbox (unconfirmed)

What this means for the market

Industry observers note that memory and storage are frequently enough the first components to ripple through to final device pricing when supply-demand dynamics tighten. The coming weeks will reveal how ASUS and its partners navigate higher entry costs as manufacturers balance innovation with affordability.

Evergreen context for readers

Memory price cycles are sensitive to production shifts and demand trends in AI and data centers. When capacity and advanced manufacturing investments rise, the cost of memory and storage tends to flow into consumer and enterprise devices. Consumers should monitor price movements across systems with heavy memory and storage requirements, as these are most susceptible to change during industry-wide supply adjustments.

Two questions for readers

What influence will higher entry prices for new hardware have on your purchasing plans for 2026?

Do you expect memory-intensive devices to become a harder sell in the near term, or will promotions and bundles offset price increases?

Share your thoughts in the comments and tell us which ASUS products you’re watching as CES 2026 approaches.

GB to 24 GB now adds US$150 TUF Gaming Desktops (e.g., TUF Gaming FX506) 5 %–9 % 512 GB SSD base option rises by US$45 ZenBook Ultrabooks (e.g., ZenBook 14 OLED) 3 %–5 % 8 GB LPDDR5 memory cost increase adds US$30 ProArt Workstations (e.g., ProArt Station D5600) 6 %–10 % 32 GB ECC RAM now carries an extra US$200

Practical Buying Tips for 2026 Shoppers

Why ASUS Is Raising Prices Effective Jan 5, 2026

Starting January 5, 2026 ASUS will adjust the MSRP on most newly‑released desktop and laptop models. The price lift ranges from 3 % to 12 % depending on the product family.The primary driver is a sharp increase in the cost of two core components: system memory (DRAM) and storage (NAND flash).

Key Components Behind the Surge

DRAM (Memory)

• Global DRAM inventories have fallen 18 % year‑to‑date, while demand from data‑center servers and AI workloads spikes.
• Average DDR5‑5600 price per GB climbed from US$5.20 in Q4 2025 to US$6.80 in January 2026, a 30 % rise.

NAND Flash (SSD)

• Supply chain bottlenecks at major wafer fabs pushed 1 TB PCIe 4.0 SSD cost from US$85 to US$115,a 35 % increase.
• Higher wafer yields for 176‑layer TLC/QLC chips are still insufficient to meet consumer‑grade demand.

Impact Across ASUS Product Lines

Product line	Typical Price Adjustment	Notable Model Examples
ROG Gaming Laptops (e.g., Zephyrus G16)	8 %–12 %	RAM upgrade from 16 GB to 24 GB now adds US$150
TUF Gaming Desktops (e.g., TUF Gaming FX506)	5 %–9 %	512 GB SSD base option rises by US$45
ZenBook Ultrabooks (e.g., ZenBook 14 OLED)	3 %–5 %	8 GB LPDDR5 memory cost increase adds US$30
ProArt Workstations (e.g., ProArt Station D5600)	6 %–10 %	32 GB ECC RAM now carries an extra US$200

Practical Buying tips for 2026 Shoppers

1. Lock in Pre‑Launch Prices – If you’ve been eyeing a model slated for a mid‑year refresh, purchase before Jan 5 to avoid the hike.
2. Consider Configurable Alternatives –

• Opt for a 256 GB SSD rather of 512 GB if storage isn’t critical; you can upgrade later with an external NVMe enclosure.
• Choose 16 GB RAM and add a second stick later; manny ASUS boards support dual‑channel upgrades without warranty concerns.
• Leverage Seasonal Promotions – Black‑Friday, back‑to‑school, and “cyber Monday” sales frequently offset the baseline price increase by 5 %–15 %.
• Watch for OEM Bulk Discounts – Business accounts and educational institutions can negotiate directly with ASUS resellers for up to 10 % off list price.

Benefits of understanding the Price Shift

• Budget Forecasting: Knowing the exact component markup lets you project total ownership cost over a three‑year period.
• Performance‑Cost Balance: You can prioritize where to spend—more RAM for content creation versus larger SSD for gaming—based on the relative price impact.
• Resale Value insight: Devices purchased before the price bump retain higher resale margins, especially ROG models that retain premium demand.

Real‑World Pricing Comparison (Jan 2026 vs. dec 2025)

1. ASUS ROG Strix G15 (15.6”, RTX 4070, 16 GB RAM, 1 TB SSD)

• Dec 2025 MSRP: US$1,899
• Jan 5 2026 MSRP: US$2,079 (+9 %)

2. ASUS ZenBook 13 OLED (13.3”, i7‑1360P, 8 GB RAM, 512 GB SSD)

• Dec 2025 MSRP: US$1,149
• jan 5 2026 MSRP: US$1,201 (+4.5 %)

3. ASUS TUF Gaming Desktop (Intel i5‑13600KF, RTX 4060, 16 GB RAM, 512 GB SSD)

• Dec 2025 MSRP: US$1,099
• Jan 5 2026 MSRP: US$1,176 (+7 %)

frequently Asked Questions (FAQ)

Q1: Will the price increase affect only new models?

A: Yes. Existing inventory priced before the Jan 5 cutoff remains unchanged until stock is cleared.

Q2: Does ASUS plan to absorb any of the component cost rise?

A: ASUS has indicated a partial absorption for entry‑level ZenBook series, limiting the increase to under 5 %. Higher‑end ROG and ProArt lines reflect the full component cost impact.

Q3: How long will the higher prices stay in effect?

A: Industry analysts project the surge to last through Q3 2026,aligning with expected DRAM and NAND price stabilization after new fab capacity comes online.

Q4: Are there alternative brands with steadier pricing?

A: Competitors such as MSI and Acer have announced similar price adjustments due to identical supply‑chain pressures. The relative price gap remains comparable.

Q5: Can I get a price match if I purchase from a different retailer?

A: Most major electronics retailers honor ASUS’s MSRP price‑match policies within 30 days of purchase, provided you present a valid receipt.

Actionable Checklist Before purchasing

• Verify the official ASUS price list (archived on ASUS.com) for yoru exact configuration.
• Compare the pre‑ and post‑Jan 5 MSRP to calculate the exact increase for your model.
• Check retailer‑specific promotions that may counterbalance the hike.
• Decide if a lower‑spec configuration meets your performance needs.
• If buying for a business or institution, contact ASUS corporate sales for bulk‑discount negotiation.

By staying informed about the memory and storage cost surge, you can make smarter purchasing decisions, lock in better value, and avoid unexpected budget overruns when ASUS adjusts its pricing on new PCs.