While the recent CES provided a glimpse into exciting tech futures, the underlying currents of hardware pricing and supply stability continue to shape the industry. A significant development affecting many tech enthusiasts and professionals comes from ASUS, which has signaled upcoming price adjustments across its product lines.
As reported by Digitimes (via VideoCardz), an internal communication from ASUS outlines plans to implement strategic price adjustments for “certain product combinations” effective January 5, 2026. The letter states:
“After carefully reviewing market conditions, supply stability, and our commitments to product quality, and while continuing to invest in technical R&D, ASUS plans to implement strategic price adjustments for certain product combinations starting January 5, 2026.”
ASUS’s Internal Communication and Market Reality
ASUS has since clarified to VideoCardz that this document was a private internal business communication and not intended as a public announcement. However, despite its internal nature, this communication clearly reflects ASUS’ strategic direction. Indeed, market observations suggest these price adjustments are already being implemented.
Reported Price Hikes by Retailers in Taiwan
Mirror Daily, after conducting inquiries with various retailers in Taiwan‘s Guanghua Shopping Mall, reported that on January 5th, an ASUS representative informed them that general word processing laptops would see a price hike of NT$3,000 to NT$5,000 (approximately $95-$160 USD). More significantly, gaming laptops are expected to increase by NT$8,000 to NT$10,000 (approximately $255-$320 USD).
This trend isn’t isolated to ASUS. Retailers across Guanghua Shopping Mall reportedly adjusted prices on January 5th. Furthermore, Moxun, a store visited by Mirror Daily, anticipates a 20% price increase for all laptop brands starting the following Monday.
The Enduring Impact of AI-Induced Memory Shortage
The primary driver behind these adjustments is the widely discussed AI-induced memory shortage. ASUS explicitly cites this in its internal communication, alongside sustained global demand within the PC and IT infrastructure markets, both contributing to the current pricing pressure on hardware components.
While significant ASUS laptop price hikes may not yet be universally apparent across major online retailers in regions like the US, it’s a matter of market dynamics. Many distributors continue to operate with existing stock, and compelling deals might still be found. However, as previously acquired inventory depletes, retailers like Overclockers UK have indicated the necessity to adjust pricing to reflect higher costs. Given ASUS’s confirmation of the letter’s authenticity, a broader impact on pricing appears inevitable.
As Digital Tech Explorer, we are committed to helping you stay informed about these critical market shifts to make educated purchasing decisions. Keep an eye on our dedicated sections for the latest hardware news and product deals.
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