ASUS has confirmed that it will raise prices on select products starting January 5, 2026, pointing to sustained cost pressures across the global PC and IT hardware supply chain. The announcement was shared through a formal notice addressed to partners and customers, outlining the factors behind the decision and the company’s plans moving forward.
According to ASUS, demand across the PC and IT infrastructure market remains strong as artificial intelligence adoption continues to accelerate. At the same time, the company says it is facing ongoing volatility in the global supply chain, particularly around core components such as memory and storage. Rising costs tied to DRAM, NAND, and SSDs have been driven by changes in supplier capacity allocation, higher investment requirements for advanced manufacturing, and broader supply constraints caused by increasing AI-related compute demand.
ASUS stated that these pressures have gradually affected overall system planning and cost structures, turning component pricing into an industry-wide challenge rather than an isolated issue. After reviewing market conditions, supply stability, and its own quality commitments, the company decided to move forward with targeted price adjustments rather than further absorbing the rising costs internally.
The price changes will apply to certain product combinations beginning January 5, 2026. While ASUS did not publish a detailed list of affected hardware in the announcement, products across its broader portfolio are expected to be impacted, including consumer and gaming-focused devices such as those under the Republic of Gamers brand. ASUS emphasized that the adjustments are intended to support stable product availability, preserve quality standards, and allow continued investment in research and development.
The company acknowledged that pricing changes can affect business planning and purchasing decisions. ASUS said that its business representatives will reach out directly to partners and customers to share specific details and discuss configuration options aimed at minimizing the overall impact. The company also reiterated its intent to rely on its global manufacturing footprint and supply chain management to remain a dependable long-term partner during ongoing market uncertainty.
