ASUS HQ: Prices are going up, as the AI-led memory crisis worsens
If you’re looking for a new laptop, you might want to finalise your purchase soon. That’s because the ongoing memory crisis caused by the AI bubble is now leading to higher laptop prices too. This comes as ASUS has announced that they will be updating their product prices for 2026.
In a memo signed off by ASUS Systems Business General Manager Jose Liao, published by TrendForce, the Taiwanese giant said that due to changes in the global supply chain, key components such as memory and storage are facing severe cost increases. These changes—due to rising AI demand—means that ASUS will be implementing ‘strategic pricing adjustments’ for certain product portfolios from January 2026 onwards.
ASUS added that these ‘price adjustments’ are a necessary decision, and is being made after already absorbing and responding to long term cost pressures. Liao added that for their business partners, ASUS sales representatives will be contacting them to help provide more detailed explanations.
For what it’s worth, we had asked ASUS Malaysia if they have any information regarding local pricing for their laptops here. According to ASUS Malaysia, the current pricing for ASUS products in Malaysia remains unchanged, but they are unable to provide specific details regarding future pricing adjustments at this time.
Incidentally, they aren’t the only ones having to increase prices for this year. Dell has already informed its enterprise and corporate clients that it will be increasing the prices of its commercial products, as noted by Business Insider last month.
Here’s the full statement from Liao, machine translated into English, for your reference:
Dear ASUS Partners and Customers,
Thank you for your continued support and trust in ASUS. In the new era of AI-driven computing, enterprises face both greater opportunities and challenges in their operational planning. ASUS cherishes its partnership with you and is committed to providing the most advanced and reliable IT solutions, growing and creating value together with your team.
As we approach the end of 2025, the global PC and IT infrastructure market is showing strong demand driven by AI applications. However, due to structural fluctuations in the global supply chain, many key components are facing severe cost increases, particularly memory (DRAM) and storage devices (NAND/SSD). This change stems from adjustments in global manufacturer capacity allocation, increased investment costs in advanced processes, and structural gaps in the industry caused by the demand for AI computing power. These impacts are gradually being reflected in overall system planning and costs, becoming a common challenge for the entire industry.
After careful evaluation of the market environment, supply stability, and product quality commitments, and in line with ASUS’s top priority of providing customers with industry-leading technological R&D capabilities, ASUS plans to implement strategic pricing adjustments for certain product portfolios starting January 5, 2026. This adjustment is a necessary decision made after absorbing and responding to long-term cost pressures, aiming to ensure stable supply, maintain quality and service levels, and continue to support your long-term planning for critical IT investments.
We understand the importance of this adjustment to your business operations. Your ASUS sales representative will proactively contact you to provide detailed explanations and assist in planning the most appropriate response or configuration recommendations to minimize the impact. ASUS will continue to leverage its global manufacturing and supply chain management capabilities, coordinating closely with partners, as your trusted and strongest business support.
Thank you again for your trust and support of ASUS. We look forward to working closely with you during this crucial period to address market changes and create a win-win future.
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