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ASUS did not impose a universal price increase on every product. According to reporting on a private partner notice, the company introduced targeted “strategic price adjustments” beginning January 5, 2026, citing higher DRAM, NAND and SSD costs. AI-related demand was one contributor to those pressures, but the explanation is broader than “AI bought all the RAM.”
Because January 5, 2026 has passed, shoppers should evaluate the price of a specific model and configuration rather than assume every ASUS laptop, graphics card or handheld became more expensive.
What ASUS actually announced
ASUS reportedly told channel partners that it would make strategic price adjustments to selected product portfolios or product combinations starting January 5, 2026. The company did not initially publish a complete model-by-model list or a single worldwide percentage increase.
That distinction matters. The communication was later described as a private internal business notice shared with partners, rather than a conventional public press release. Reports therefore support a targeted adjustment—not a blanket increase covering every ASUS product.
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TrendForce reported the partner notice, while Tom’s Guide covered the stated scope and timing.
Why AI can affect ordinary PC prices
The shorthand “AI caused the ASUS price hike” is directionally useful but incomplete. AI data centers require substantial quantities of high-bandwidth memory, server DRAM and advanced packaging. Memory manufacturers must decide how to allocate production capacity, investment and supply among those products and conventional PC components.
A simplified chain is:
AI infrastructure demand → pressure on memory and packaging capacity → higher DRAM and NAND costs → higher system-build costs → possible retail-price increases.
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ASUS cited broader supply volatility and cost pressure involving DRAM, NAND and SSDs, with AI-related demand among the contributing factors. TrendForce’s report provides the main account of that explanation.
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What DRAM, NAND and SSDs do
- DRAM is working memory used by laptops, desktops, servers and graphics systems.
- NAND flash is non-volatile memory used in SSDs, phones, USB drives and other storage products.
- An SSD is a storage device generally built from NAND flash, a controller and firmware.
A laptop with 32GB or 64GB of RAM and a 1TB or 2TB SSD has more direct exposure to memory and storage costs than a basic configuration. However, the final retail price also reflects the processor, graphics hardware, display, chassis, battery, operating system, logistics, currency movements, retailer margin and promotions.
Which ASUS products may have been affected?
ASUS did not initially identify every affected model. Reports and industry commentary discussed possible exposure among:
- High-memory laptops, particularly 32GB and 64GB configurations.
- Gaming laptops with discrete graphics and larger SSDs.
- Prebuilt desktops and mini PCs with fixed component configurations.
- AI PCs marketed with higher memory capacity.
- Graphics products and handheld gaming PCs, including the ROG Ally family.
These are potential exposure points, not confirmation that every product in each category increased in price. A retailer’s higher price also does not by itself prove that ASUS raised its wholesale price by the same amount.
How large were the increases?
There was no verified universal ASUS percentage for every region and product. Taiwan-focused reporting cited indicative increases of approximately NT$3,000–NT$5,000 for general-purpose laptops and NT$8,000–NT$10,000 for gaming laptops. Those figures should be treated as Taiwan-market reporting, not as a U.S. price schedule.
Some later industry summaries described ASUS increases in an approximate 15%–20% range, but that range was not a universal ASUS-wide figure published for every model. Product configurations, retailer pricing, exchange rates and regional promotions can all produce different results.
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For that reason, a Taiwan-dollar increase cannot be converted directly into the expected U.S. dollar increase for a particular laptop.
What this meant for U.S. buyers
The original reporting did not establish a single U.S.-wide ASUS price schedule. U.S. prices depend on regional pricing decisions, retailer inventory, promotions, exchange rates and the exact configuration being sold.
ASUS’s U.S. announcements provide model-specific launch prices. For example, the company listed the Zenbook A16 at a starting price of $1,699.99 in a U.S. announcement. That is a product-launch price, not proof that the January adjustment added a particular amount to that model. See the ASUS USA announcement for the original context.
To determine whether a particular ASUS product became more expensive, compare the exact model number and configuration against archived listings or retailer price history. Check RAM capacity and type, SSD capacity, processor, GPU, display, battery and included accessories—not merely the product family name.
Why CES timing can be confusing
The reported effective date fell immediately before CES 2026, which ran from January 5 through January 8 in Las Vegas. ASUS also held a virtual launch event on January 6 and announced new AI-focused products.
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That timing makes it difficult for shoppers to separate a component-cost adjustment from normal pricing for a new generation of products. It does not establish that CES caused the price changes. The adjustment and product-launch cycle simply occurred at the same time. ASUS’s CES 2026 press information and event announcement document the launch timing.
Was ASUS the only company affected?
No. Coverage placed ASUS within a wider PC-market trend involving component suppliers, manufacturers and retailers. Reports also referenced price increases or warnings involving Dell and Lenovo, memory-price increases affecting Framework systems, and retailers changing prices on products from multiple brands.
These examples are not interchangeable. An official manufacturer announcement, a private partner notice, an industry forecast and a retailer price change are different kinds of evidence. A retailer may change a price because of inventory, promotions or currency movements even when the manufacturer has not announced a matching increase.
Should you buy an ASUS product now?
There is no universal “buy immediately” answer. Use the exact configuration and your own timing to decide.
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Buying sooner may make sense if:
- You need the computer soon for work, school or a planned upgrade.
- You have identified the exact configuration you need.
- The current price is supported by a genuine discount or is below the model’s recent price history.
- The laptop has soldered memory, making later RAM expansion impractical.
Waiting may make sense if:
- The purchase is discretionary.
- The model is near a processor, GPU or product-generation refresh.
- You can accept less factory-installed RAM or storage.
- You want time to compare ASUS with competing brands or refurbished inventory.
Check upgradeability before paying for more RAM or storage
A lower-capacity configuration can be better value if upgrades are practical. Before choosing a 16GB/512GB model over a 32GB/1TB model, check:
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- Whether the RAM is soldered.
- Whether an SO-DIMM slot remains available.
- The maximum supported memory.
- Whether the SSD uses a standard M.2 slot.
- Whether the machine has one or two storage slots.
- Whether the storage is replaceable or proprietary.
- Whether opening the device affects service or warranty terms.
Conversely, factory-installed capacity may be worth paying for when memory is soldered, storage access is restricted or compatible upgrades are unusually expensive.
Other ways to reduce the cost
Refurbished and open-box systems can avoid part of a new-product price increase, but compare the warranty length, battery condition, return window, cosmetic grade, included charger and exact RAM and SSD configuration. ASUS maintains a refurbished-products page.
You can also compare a lower-capacity ASUS system with a comparable system from another manufacturer, or consider a separately purchased SSD or memory module where compatibility permits. Do not assume an upgrade is suitable without checking the computer’s specifications.
What the announcement does—and does not—prove
- It supports the conclusion that ASUS planned targeted price adjustments beginning January 5, 2026.
- It supports memory and storage cost pressure as a stated reason.
- It identifies AI-related demand as one contributor, not the only cause.
- It does not prove that every ASUS product increased in price.
- It does not establish a single U.S. percentage or model-by-model price table.
- It does not prove that every ROG Ally, graphics card or gaming laptop rose by a particular amount.
- It does not show that prices will rise indefinitely; memory markets are cyclical.
As of August 18, 2026, the January 5 date is historical. Anyone shopping now should verify the current price of the exact model in their region rather than rely on the original announcement alone.
Sources
The core reporting comes from TrendForce, PC Gamer, Tom’s Guide and Windows Central. Broader market context was also reported by Tom’s Hardware.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
