If you have been planning to buy a new Asus computer, you might want to act fast. Reports indicate that the Taiwanese tech giant is preparing to raise prices on select PC models starting January 5, 2026. The move comes as manufacturers struggle with the skyrocketing costs of essential computer parts, specifically memory and storage chips.
Why You Will Pay More
The main culprit behind this price hike is the rising cost of making the “guts” of the computer. Sourcing DRAM (the memory that helps your computer run multiple apps) and SSDs (where you store your files) has become significantly more expensive.
According to industry insiders, Asus has sent out a notice stating that these adjustments are necessary to keep their supply lines stable. By charging more, they can ensure they can still afford to buy the high-quality parts needed to build their machines, rather than cutting corners or running out of stock.
The AI Boom is Eating the Supply
You might be wondering why computer parts are suddenly so expensive. The answer points largely to the Artificial Intelligence explosion.
Global factories that make computer chips are shifting their focus. They are busy churning out high-end components needed for massive AI servers rather than the standard memory chips used in home laptops. This “capacity realignment” has created a shortage for regular PC makers. With fewer parts available, the price for them has gone up, and companies like Asus are passing that cost on to the buyer.
Don’t Expect a Drop Anytime Soon
This isn’t just a temporary blip. Asus CEO Samson Hu has been upfront about the situation. He told reporters that most tech companies agree: prices have to go up to match reality.
He also warned that we shouldn’t expect things to get cheaper in the first half of 2026. The industry is bracing for these high costs to stick around for a while, meaning budget-friendly laptops might be harder to find this year.
Market Impact & Context
Asus isn’t the only one making this move; they are just the latest. Dell adjusted its prices earlier this month, and it is highly likely that other major brands like Lenovo and HP will have to follow suit soon.
This mirrors what we are seeing in the smartphone world, where phone prices are creeping up for the same reason—everyone is fighting over the same limited supply of memory chips. For the consumer, this marks the end of a long period of stable electronics pricing. The “AI tax” is effectively hitting the consumer market, making 2026 a more expensive year to upgrade your tech.
Looking Ahead
The new prices are expected to kick in immediately after the first weekend of January. If you need a new laptop, buying one before the 5th might save you some money.
