ASUS Confirms Price Hike for Select PC Hardware Amid Memory Crunch, Effective Today

Memory crunch has become one of the pain points in the gaming and PC market right now. As AI data center demands are skyrocketing, the storage component and memory costs have shot up sharply, thanks to a squeezed global supply chain. Last week, reports came in that, for the same reasons, Sony is planning to delay the PS6. Meanwhile, Microsoft also has similar plans for the next Xbox console, with a possible price hike for the current models.

Speaking of which, ASUS has reportedly also confirmed that the price hike across select PC hardware products takes effect today, January 5, 2026. The confirmation comes from an internal company letter sent to partners and customers, noting what ASUS calls “strategic price adjustments” rather than a blanket hike. 

The company hasn’t specifically mentioned the list of products on which the increased prices would apply. But, we are assuming that ROG Xbox Ally handhelds, as well as ROG Ally handhelds, are among the ones to see a price hike. Notably, the company also mentions that the changes apply to certain product combinations. That means some specific products are likely to get a price hike starting today, and not everything will see a price hike.

According to ASUS, one of the reasons behind this price hike is the ongoing situation with memory and storage components, including DRAM, NAND, and SSDs. As mentioned earlier, these parts have seen a sharp jump in prices, as suppliers have shifted manufacturing capacity toward AI-focused workloads. ASUS mentions that this has resulted in a structural supply chain gap. As a result, pricing has become more volatile across the PC and IT infrastructure market.

ASUS, meanwhile, also mentions a strong global demand for PCs and enterprise hardware, combined with ongoing macroeconomic uncertainty. Although the company notes that it absorbed higher expenses for an extended period, the price adjustment is apparently necessary to maintain stable supply, product quality, and service levels.

In the past few weeks, there have been multiple reports suggesting that other hardware companies also warned about a steep price hike in the coming days. Well, for ASUS fans, the day is today. If we come across the list of products that saw the price jump, we’ll update it here.

You can check out the official document below: