Asus Warns of First Gaming Price Hike of 2026
- Key takeaways:
- Asus told partners it will implement “strategic price adjustments” starting Jan. 5, 2026.
- The company cited DRAM, NAND and SSD supply pressure driven by rising AI compute demand.
- Popular devices such as the $1,000 ROG Xbox Ally X and GPUs from Nvidia and AMD could face higher prices.
- Industry reports warn of possible next‑gen console delays and significant GPU price increases.
What Asus actually announced
Asus notified channel partners of upcoming “strategic price adjustments” that take effect January 5, 2026, according to a Dec. 30 letter from executive Liao Yi‑Xiang. The letter, translated by Videocardz, did not list specific SKUs or exact increases.
Why the company is raising prices
Asus directly ties the move to the ongoing AI arms race. “These changes reflect shifts in capacity allocation by upstream suppliers, higher investment costs for advanced manufacturing processes, and structural supply gaps created by rising AI compute demand,” Liao wrote.
The company singled out shortages in DRAM, NAND and SSD components — parts that are critical for gaming handhelds, laptops, desktops and consoles — as the main drivers of upward pricing pressure.
Which products are most at risk
While Asus didn’t name models, the announcement puts pressure on products that already carry premium prices, such as the ROG Xbox Ally X (about $1,000). GPUs from Nvidia and AMD are also in the crosshairs.
South Korean reporting and industry leaks have suggested manufacturers are considering steeper GPU pricing in 2026; one claim even suggested high‑end cards like an already expensive RTX 5090 could see drastic markups. Even smaller increases of a few hundred dollars would materially affect PC gaming affordability.
Console timing and potential delays
Industry outlets including Insider Gaming have reported manufacturers are debating whether to delay next‑generation consoles (PlayStation 6, new Xbox) from 2027–2028 to wait for RAM production to scale and prices to soften. Asus’s timing — a few days before CES 2026 — heightens concern about launch calendars and holiday inventory for partners.
What gamers and buyers should do
Expect higher street prices for select PCs, handhelds and GPUs through 2026 and plan purchases accordingly. If a specific upgrade is essential, buy sooner rather than later; if you can wait, monitor component price trends and official announcements at CES 2026 when many vendors will outline roadmaps.
In short, Asus’s notice is the first concrete signal that the AI‑driven reallocation of chipmaking capacity is starting to ripple through gaming prices and product launch plans.
