ASUS plans a major PC price increase as memory shortages continue to hit the industry, and the company now expects prices to rise by as much as 30 percent in the coming months. The move reflects growing pressure on manufacturers who have relied on older inventory for months but now face higher component costs across the board.
The company said it will raise prices once existing memory stock runs out, and it will adjust pricing based on regional competitiveness to “ensure profitability.” At the same time, other vendors such as Acer, MSI, and Gigabyte are preparing similar increases, which signals a broader shift across the PC market.
According to a report by UDN, ASUS confirmed that PC prices in Taiwan will increase by “25% to more than 30% in the second quarter,” with different models seeing varied hikes depending on component costs and positioning. The report adds that vendors are struggling with supply chain constraints as DRAM shortages combine with rising SSD prices and limited CPU and GPU availability.
Why PC prices are rising
Manufacturers are dealing with a sharp rise in bill of materials costs, and memory remains the biggest concern. The report notes that memory prices have surged rapidly, with 32GB modules rising significantly compared to last year, while CPU supply gaps have forced vendors to prioritize mid and high end products.
ASUS general manager Liao Yixiang said the company will gradually increase prices after using up existing inventory, adding that the strategy will vary by market conditions to maintain margins.
Consumers now face higher prices across laptops and desktops, and vendors have already started urging buyers to make purchases early before the full impact of price hikes sets in. This trend has triggered stronger demand in the short term, especially in Taiwan, where early buying activity has picked up.
At the same time, ASUS expects its average selling price to rise sharply, with projections pointing to a 30 percent increase by 2026. As shortages continue, the PC market is entering a phase where higher prices and tighter supply define the buying experience.
