- ASUS will raise prices on select products starting January 5, 2026, citing rising DRAM and NAND memory costs driven by AI demand.
- Most ASUS devices are likely to be affected, including desktops, laptops, phones, Mini-PCs, and ROG Ally, as memory supply shifts toward servers and AI hardware.
- ASUS says the increase is necessary to maintain supply stability and product quality, but has not disclosed how much prices will rise.
Following the lead of the rest of the industry, albeit with last-minute notice, ASUS announced that starting January 5, 2026, it will raise the price of “certain product combinations” due to the DRAM memory.
Logically, it’s reasonable to assume that any product or component from the company that uses any type of memory will increase in price. So, prepare for price hikes on desktops, laptops, Mini-PCs, mobile phones, and even their ROG Ally handheld consoles.
Essentially, any device or product with memory will increase in price, and yes, you already know why. If you don’t, the quick summary is that there’s a global shortage of DRAM, the memory used in the chips that power RAM modules. The reason? Artificial intelligence.
Not only has all the DRAM been shifted to the server business, which is much more lucrative for DRAM manufacturers like Crucial, who abandoned the consumer market to focus solely on making DRAM for servers and AI, but DRAM production has also been diverted to manufacture HBM, the memory used by all of NVIDIA’s AI GPUs, memory that is even more expensive (and generates more profit).
ASUS isn’t only raising prices due to DRAM or RAM issues; they’re also raising prices because of NAND flash memory. In an attempt to increase profits, or rather, to alleviate the DRAM market shortage, manufacturers like Samsung have converted their NAND flash memory production lines to DRAM production.
This means producing less NAND flash memory, exacerbating the current situation and driving prices up. These data centers require not just an NVIDIA chip to function, but a complete system with its CPU, motherboard, ample RAM, and SSD storage.
Asus Plans Price Hikes On All Memory-equipped Products
ASUS released a statement indicating that the rapid adoption of AI is putting upward pressure on global supply chains. And yes, it all centers on the increased costs of DRAM and NAND memory that ASUS is experiencing. The company only says it will raise the prices of some of its “product combinations.” But logic dictates that anything using either type of memory, or both, will see price increases. ASUS also didn’t announce by how much the prices would rise. For reference, Dell announced a 20% price increase across its entire product range.
After carefully evaluating market conditions, supply stability, and product quality commitments, ASUS remains focused on providing its customers with industry-leading technology and R&D capabilities. As a result, ASUS plans to implement strategic price adjustments across certain product lines starting January 5, 2026. This decision is a necessary response to ongoing cost pressures and rising supply costs, with the aim of ensuring stable supply, maintaining product quality and service standards, and continuing to support the broader ecosystem.
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Sajjad Hussain is the Founder and Editor-in-Chief of Tech4Gamers.com. Apart from the Tech and Gaming scene, Sajjad is a Seasonal banker who has delivered multi-million dollar projects as an IT Project Manager and works as a freelancer to provide professional services to corporate giants and emerging startups in the IT space.
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