ASUS Confirms Price Adjustments for Select Product Bundles Starting January 5, 2026
ASUS has officially confirmed that it will implement strategic price adjustments for select product portfolios starting January 5, 2026, citing sustained cost pressure tied to global supply chain dynamics and the ongoing AI driven demand surge. The announcement frames this as a supply stability and quality continuity decision, with ASUS positioning the change as an industry wide structural trend rather than a short term fluctuation.
In ASUS’s notice (Report by VideoCardz), the company attributes the upcoming adjustments to significant cost pressure on key components, specifically memory DRAM and storage components NAND and SSD, which it links to capacity allocation shifts from manufacturers, rising investment in advanced manufacturing, and accelerating AI compute demand. ASUS also emphasizes that the adjustment is targeted, describing it as affecting “certain” product combinations and select product portfolios, rather than a blanket price rise across everything it sells.
Notice on 2026 Product Price Adjustments
Dear ASUS partners and customers,
Thank you for your long-standing support and trust in ASUS. In this new era of AI-driven computing, enterprises face both greater opportunities and challenges in operational planning. ASUS remains committed to long-term partnerships built on shared value, striving to deliver advanced and reliable IT solutions while growing together with our partners.
As we approach the end of 2025, global PC and IT infrastructure markets are seeing strong demand driven by AI applications. However, due to structural fluctuations in the global supply chain, several key components are experiencing significant cost pressure, particularly memory (DRAM) and storage components (NAND / SSD). These changes stem from adjustments in global manufacturer capacity allocation, rising investments in advanced manufacturing processes, and the rapid expansion of AI computing demand, resulting in structural shifts across the industry. The impact is gradually being reflected in system planning and overall cost structures, becoming an unavoidable industry trend.
After carefully evaluating market conditions, supply stability, and product quality commitments, ASUS remains focused on delivering industry-leading technology and R&D capabilities to our customers. As a result, ASUS plans to implement strategic price adjustments on select product portfolios starting January 5, 2026. This decision is a necessary response to sustained cost pressures and rising supply costs, aimed at ensuring stable supply, maintaining product quality and service standards, and continuing to support the broader ecosystem.
We fully understand that this adjustment may impact our partners’ operations, and your understanding and support are deeply appreciated. ASUS sales representatives will proactively reach out to provide detailed explanations and assist in planning appropriate response strategies and configuration recommendations to minimize the impact. ASUS will continue leveraging its global manufacturing and supply chain management capabilities, working closely with partners as a trusted, long-term business collaborator.
Once again, thank you for your trust and support. We look forward to maintaining close cooperation during this critical period, jointly navigating market changes and creating a mutually beneficial future.
Sincerely,
ASUS
ASUSTeK Computer Inc.
General Manager, Systems Business Group
Joe Liao
From a buyer and builder perspective, the phrase product combinations is the key detail. In practical market terms, that typically maps to systems and devices where DRAM and SSD are bundled into the final configuration, which can include prebuilts, laptops, and other ready to ship systems where component cost swings immediately hit system level pricing. ASUS does not explicitly list which SKUs are affected in the notice, and instead says its sales representatives will proactively provide details and help partners plan configurations to minimize impact.
ASUS also tries to de risk the message for channel partners by anchoring the decision to continuity. The company states it is making these changes to ensure stable supply, maintain product quality and service standards, and keep long term support for the ecosystem. For CES 2026 timing, the optics are straightforward: a pricing adjustment effective January 5 lands right as the industry is ramping into new hardware announcements and refreshed lineups, which is when demand, marketing visibility, and channel inventory turnover are all peaking.
The larger takeaway is that component inflation is now showing up as system pricing policy, not just spot market noise. If DRAM and SSD costs remain elevated, more vendors are likely to follow the same playbook: selective configuration based price adjustments rather than broad MSRP resets, because it gives them flexibility to protect supply and margin while still keeping entry level offerings on shelves.
If prices rise again in January, would you rather lock in a prebuilt now for guaranteed availability, or wait and build DIY later even if RAM and SSD costs keep climbing?
