ASUS Announces Price Increases Across Gaming and PC Hardware

ASUS prepares broad hardware price adjustments as component costs rise amid supply chain and memory market pressure.

Hardware by Naheyan Tahmin on Jan 04, 2026

Prices are already rising in the hardware sector, and new advancements are happening sooner than expected. Reports say ASUS is set to raise prices on some of its products soon, and some of those price hikes are already visible. Prices for devices like the ROG Ally X are certain to rise, and graphics cards bought recently have already gone up.

VideoCards has confirmed that ASUS has officially announced price increases that will commence on January 5. These modifications should have an effect on a lot of ASUS products, such as gaming handhelds and parts for PCs. CES is happening the same week, and AMD's keynote is on Monday. This shows how swiftly these changes are happening in the industry.

ASUS Announces Price Increases, Across Gaming and PC Hardware, NoobFeed

Communication From the Government, from ASUS

ASUS has sent a formal letter to its partners explaining the changes. ASUS thanks its partners and customers for their long-term support in the message. It also talks about how hard it is to run a business in the age of AI-driven computing. A lot of people worldwide want PCs and IT infrastructure, mostly because of the rise of AI. This has caused problems in the global supply chain.

The letter says prices for key components such as memory, DRAM, NAND, and SSDs are rising. These increases are linked to capacity reallocation by suppliers, higher investment costs in advanced manufacturing, and supply shortages driven by AI compute demand. ASUS says these problems are now hurting system planning and overall costs, making them an industry-wide issue rather than just a company problem.

Starting January 5, Prices Will Go Up

ASUS has decided to make strategic price changes for some product combinations, commencing January 5, 2026, based on market conditions and supply stability. The company says it has been able to handle rising costs for a long time. Still, it can no longer do so without jeopardizing the quality of its products and the stability of its supply.

ASUS also says that business staff will talk to partners directly to discuss the changes and help lessen the effects by offering different configurations where available. The company says this move is important to maintain long-term support, service standards, and continued investment in research and development.

Effects on Gaming Consoles and Hardware

These changes fit well with broader trends already affecting the hardware sector. The overall cost of a system has increased as GPU, RAM, and storage prices have risen, and tariffs have changed in the past. Some people thought consoles would be fine, but recent events show that this is not the case.

Gear prices have gone up more often, and subscription services have already seen more sign-ups. It is now expected that prices will rise for devices like the ROG Ally X, especially those not part of inventory-reduction plans.

ASUS Announces Price Increases, Across Gaming and PC Hardware, NoobFeed

Pressure on Consumer Spending

More general economic data makes the worry even stronger. Recent data on Christmas spending in the US shows a significant drop compared to past years, worse than those seen during major economic downturns. Even as platforms like the PlayStation 5 and Nintendo Switch sell well, the costs of everyday devices are rising, putting pressure on customers.

It's not that people don't want games or that the hardware isn't good enough; it's that prices keep rising throughout the supply chain. Even though big businesses can afford to pay these fees, the trend is to pass them on to customers, raising prices across the board.

Final Thoughts

As prices keep going up, gaming hardware could become even more of a luxury item. Consoles that cost close to $1,000 raise questions about how long they will last, especially if household income doesn't rise at the same time. If people put off or don't buy anything, the broader market could slow down.

The most immediate effect is clear: ASUS prices will go up on January 5, and other companies in the same industry may follow suit. The actions of customers and manufacturers will determine whether gaming stays widely available or becomes more limited by cost.

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