Asus has announced significant price increases for select SSDs and DRAM kits due to soaring costs of memory chips and persistent shortages in the hardware market. The adjustments will take effect on January 5, 2026, as the Taiwanese manufacturer grapples with rising expenses and supply chain disruptions.
The company confirmed that it would implement these price changes in response to ongoing pressures in the global memory chip market. Asus plans to raise prices on specific product combinations, a move it describes as necessary after absorbing cost increases for an extended period. The decision reflects a broader trend in the industry, as other manufacturers, such as Dell, have already raised prices by as much as 30 percent.
Supply Chain Challenges and Market Demand
Asus attributes these price hikes primarily to structural changes in the global supply chain, which have been exacerbated by a surge in demand for AI hardware. This has shifted production capacities towards High Bandwidth Memory (HBM), creating bottlenecks in traditional DRAM and NAND flash markets. According to TrendForce, price increases for memory chips have exceeded expectations, with DRAM components rising by up to 171 percent and NAND flash by 246 percent in recent months.
The ramifications of these increases are significant, impacting the overall PC market. As memory now constitutes nearly 20 percent of total material costs for computers, consumers will find both new purchases and upgrades increasingly expensive. TrendForce has adjusted its forecast for notebook shipments in 2026, predicting a decline of between 5.4 to 10.1 percent compared to the previous year.
Shifts in Consumer Behavior and Alternatives
In light of escalating costs, many consumers are shifting their attention to older generations of hardware. For instance, the AMD Ryzen 7 5800X processor, which uses the AM4 socket, is gaining renewed popularity due to its favorable price-performance ratio. This trend has led to used models sometimes commanding higher prices than newer counterparts like the Ryzen 7 9800X3D.
System integrators are also adapting to market conditions by selling PCs without pre-installed RAM to allow customers to utilize their existing modules. Asus is responding by extending the availability of DDR4 motherboards, aiming to provide more affordable alternatives to the pricier DDR5 standard.
Samson Hu, co-CEO of Asus, indicated that the company is adjusting its product mix and specifications to better navigate the volatile market landscape. Consumers may need to brace for higher prices or continue using existing hardware until supply chain conditions improve, which is not anticipated before the latter half of 2026.
The current memory crisis underscores the challenges faced by both manufacturers and consumers in the technology sector, as they navigate an environment marked by rising costs and limited availability of essential components.
