Asus is reportedly preparing to raise prices on some of its PC and laptop models as the global memory shortage continues to disrupt supply chains, according to industry sources familiar with the matter. The move reflects growing pressure on PC manufacturers as component costs climb amid constrained availability of key memory parts.

Memory Supply Constraints Continue to Tighten

The ongoing shortage primarily affects DRAM and NAND flash memory, critical components used across laptops, desktops, and gaming PCs. Demand for memory has reportedly surged due to renewed interest in AI-capable PCs, data centers, and enterprise upgrades, while production adjustments by major memory suppliers have kept inventories tight.

Industry watchers say that memory prices have already seen sequential increases over recent quarters, making it increasingly difficult for OEMs like Asus to absorb costs without adjusting retail pricing.

Select Models Likely to See Price Revisions

Rather than implementing a blanket price hike, Asus is expected to target specific configurations, particularly mid-range and high-performance PCs that rely on higher memory capacities. Gaming laptops, creator-focused machines, and AI-ready PCs are believed to be among the most affected segments.

Entry-level systems may remain relatively insulated, as vendors attempt to preserve affordability in price-sensitive markets.

AI PCs Add Pressure to Component Demand

The rise of AI-enabled personal computers has further intensified demand for high-speed RAM and larger storage capacities. Newer processors with on-device AI acceleration require more memory headroom, pushing up bill-of-materials costs for manufacturers.

Asus has been expanding its AI PC portfolio aggressively, which could make price adjustments unavoidable as component pricing volatility persists.

Impact on Consumers and Market Competition

If implemented, the price increases could influence buying decisions, particularly in emerging markets where PC affordability plays a key role. Competitors facing similar cost pressures may also follow suit, potentially leading to broader price normalization across the PC industry.

Analysts suggest that unless memory supply stabilizes in the coming months, PC pricing could remain under upward pressure through 2026, especially for performance-oriented machines.

What to Expect Next

Asus has not officially confirmed the reported price revisions, but industry trends indicate that manufacturers are reassessing pricing strategies in response to sustained component cost inflation. Consumers planning upgrades may want to monitor pricing closely, particularly for higher-spec configurations.