Asus Announces Price Increases Amid Memory Chip Shortages

Asus has confirmed significant price increases for select SSDs and DRAM kits, set to take effect on January 5, 2026. The Taiwanese manufacturer attributes this decision to soaring costs and ongoing shortages in the memory chip market, a situation that is impacting hardware prices across the industry.

The rising costs are largely driven by structural changes in the global supply chain, primarily due to the increasing demand for artificial intelligence (AI) hardware. As manufacturers shift production to High Bandwidth Memory (HBM), traditional DRAM and NAND flash memory are experiencing supply bottlenecks. In light of these developments, Asus plans to make strategic price adjustments to ensure stable supply and maintain quality for its customers.

Asus is not the only company responding to these pressures; Dell implemented price hikes of up to 30 percent in mid-December. Additionally, the laptop manufacturer Framework has ceased the individual sale of RAM, opting instead to adjust its pricing in line with market conditions.

According to market research firm TrendForce, the prices of memory chips rose significantly more than anticipated last year. Forecasts from mid-2025 projected a 45 percent increase. However, by November, the price of DRAM components had surged by up to 171 percent, while NAND flash prices escalated by as much as 246 percent by mid-December. Currently, memory constitutes approximately 20 percent of the total material costs for a PC, which has far-reaching implications for the entire computer market.

Market Trends and Consumer Impact

The ongoing price increases are expected to dampen notebook shipments in 2026, with TrendForce projecting a decline of 5.4 to 10.1 percent compared to the previous year. This trend indicates that both new purchases and upgrades are becoming increasingly costly for consumers, with no relief expected until the second half of 2026 at the earliest.

To navigate these elevated costs, many PC users are reverting to older hardware generations. Processors such as the AMD Ryzen 7 5800X are regaining popularity due to their favorable price-performance ratio compared to more recent models. As demand shifts, the used market is also feeling the impact; some models like the Ryzen 7 5800X3D are now fetching higher prices than newer alternatives, such as the Ryzen 7 9800X3D.

Furthermore, system integrators are adjusting their offerings by selling PCs without pre-installed RAM, allowing customers to utilize existing modules. Asus is also extending the availability of DDR4 motherboards to provide more affordable options in light of the rising DDR5 costs.

Strategic Adjustments in Response to Market Conditions

Samson Hu, co-CEO of Asus, stated the company is adapting its product mix to the fluctuating market dynamics. This flexibility aims to address the challenges posed by escalating memory prices. For consumers, this transition means either accepting higher prices or continuing to rely on existing hardware until supply chain conditions improve.

As manufacturers like Asus navigate these turbulent times, the focus remains on maintaining quality and service levels while responding to cost pressures. The forthcoming price adjustments reflect a necessary response to ensure the continued viability of product offerings in a challenging market landscape.