ASUS Signals Potential Price Hike for ROG Xbox Ally

• Key Takeaways:
• ASUS told partners some product combinations will face price adjustments from Jan 5 as DRAM and NAND costs rise.
• Company attributes increases to AI-driven demand for compute and structural supply volatility in memory and storage.
• ASUS did not name specific models; the ROG Xbox Ally could be affected but there’s no confirmed price change.
• ASUS later said the internal communication was not intended for public release; reports circulated via Digitimes and VideoCardz.

What ASUS actually said

ASUS notified partners and customers that "certain product combinations" would see price adjustments starting January 5, according to coverage by Digitimes and VideoCardz. The firm pointed to rising costs for key components as the primary driver.

In its communication ASUS wrote: "As we approach the end of 2025, global demand in the PC and IT infrastructure markets remains strong, driven by AI adoption. At the same time, structural volatility in the global supply chain is putting sustained upward pressure on costs for key components, particularly memory (DRAM) and storage components (NAND and SSD)."

Why memory and storage prices are rising

Manufacturers across the industry are reallocating capacity and investing in advanced nodes to meet soaring AI compute needs. That shift reduces supply for commodity DRAM and NAND used in consumer devices, pushing prices up.

Higher capital expenditure for advanced manufacturing and structural supply gaps are creating sustained upward pressure on memory and SSD pricing, analysts say — a dynamic that can ripple into laptops, handheld PCs, and potentially consoles.

Implications for the ROG Xbox Ally

The ROG Xbox Ally is an expensive, high-performance handheld that relies on DRAM and fast storage. Because ASUS did not identify which models or combinations would be repriced, the Ally is a plausible candidate — but there is no confirmation yet.

ASUS later told VideoCardz that the memo was an "internal business communication" not meant for public view. Still, the message spread across outlets and social platforms, prompting concern among gamers and buyers.

What to watch next

Check official ASUS channels and retailer listings after January 5 for any updated pricing on ROG models, including the ROG Xbox Ally and related accessories.

Look for announcements from component suppliers and OEMs about DRAM and NAND pricing trends — those will be the clearest signals that consumer-device prices may rise.

We will report if ASUS confirms specific product price changes for the ROG Xbox Ally.