ASUS confirms price increases starting January 5th as component costs surge yet again, pushing PC hardware even further out of reach

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With the way the market is changing and AI becoming more important, it wasn’t surprising to see price changes coming. ASUS has now officially confirmed these adjustments in a document meant for its employees, not for public release.

The increases are set to begin on January 5, 2026, according to the document.

ASUS hasn’t announced exactly which products will see price changes, but it’s confirmed it won’t be raising prices across the board. Instead, they’re making specific, carefully planned adjustments to the prices of certain product bundles and combinations.

Why ASUS says prices are rising and what’s driving the change

It’s easy to poke fun at AI’s mistakes, but it’s also frustrating to see it driving up the cost of computers. The price of computer parts is constantly changing, and ASUS admits this is creating problems for the entire market.

ASUS specifically states:

ASUS is making some price changes to certain products starting January 5, 2026. This decision, made after careful consideration of market factors, supply chain stability, and our commitment to quality, is a response to rising costs we’ve absorbed for some time. We’re continuing to invest in research and development, and these adjustments will help us maintain a stable supply, consistent quality, and the high level of service you expect, allowing you to confidently plan your future IT investments.

Liao Yi-Xiang

ASUS notes that the cost of important parts, like memory (DRAM) and storage (NAND and SSD), is increasing. This is due to suppliers prioritizing production for AI applications, leading to shortages and higher prices for these components.

Although we don’t yet know precisely how this will affect specific products, people are already discussing devices like the ROG Ally, as its memory and storage are key parts of what it is and how much it costs.

ASUS explains the current challenges aren’t due to a single faulty part, but rather a broad problem affecting the entire system. They attribute this to instability in the global supply chain, changes in how manufacturers are prioritizing production, and the increasing demand for AI technology. These factors, ASUS says, are impacting how hardware is planned, built, and priced for consumers, and could lead to ongoing price fluctuations.

January 5, 2026, is approaching quickly, and we’ll soon find out which products are impacted and how. Right now, it’s still uncertain exactly how things will change.

As I see it, if the predicted price drops happen, the next few days could be your last chance to buy an Xbox Ally X or a standard Ally at a price that seems pretty good compared to what we might see soon. Basically, if you’re thinking about getting one, now might be the time.

Would you prefer to pay more to keep artificial intelligence advancing, or would you rather see AI development slow down so that hardware can become more affordable and the market more predictable?

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2026-01-03 18:39