ASUS is preparing to raise PC prices, and the increase could be among the biggest consumers have seen in years. The main reason is a worsening DRAM shortage, which is pushing up component costs and weakening the pricing stability PC buyers have enjoyed while manufacturers leaned on leftover inventory.
For months, the broader PC industry has been dealing with memory supply constraints, but many major brands avoided aggressive price hikes because they were still shipping systems built with DRAM stockpiled from earlier quarters. That cushion is now running out. As DRAM becomes harder to source at predictable prices, PC makers are being forced to adjust pricing to avoid absorbing higher bill-of-materials costs.
According to a report cited by UDN, ASUS is planning to boost PC prices by as much as 30% in Taiwan’s consumer market. While the initial increases are described as region-specific, the bigger takeaway for shoppers is that pricing pressure rarely stays contained for long. When component shortages affect global supply chains, the impact often spreads to other markets as vendors rebalance inventory and attempt to protect profit margins.
Memory is only one part of the problem. PC manufacturers are also juggling rising SSD prices along with ongoing CPU and GPU supply constraints. With multiple key parts becoming more expensive or difficult to secure, building and shipping complete systems at last year’s pricing is becoming increasingly unrealistic. For vendors, raising prices is becoming less of a choice and more of a requirement to keep products available and businesses sustainable.
This scenario is also fueling concerns that the budget PC category could get squeezed hardest. When BOM costs climb and entry-level components are constrained, low-margin systems are the first to become less attractive to build, which can reduce choices for value-focused buyers. Industry watchers also expect PC shipments to decline again this year, potentially by double-digit percentages, adding even more tension to an already fragile market.
At the same time, several major PC brands are expanding further into server manufacturing as original design manufacturers, aiming to capture demand tied to the ongoing AI infrastructure boom. That diversification can help companies stabilize revenue, but it doesn’t immediately solve the near-term issue for everyday consumers trying to buy an affordable laptop or desktop.
For shoppers, manufacturers have been strongly hinting that buying sooner rather than later may be the best way to avoid the next wave of price increases. Until DRAM supply improves and other component bottlenecks ease, the outlook suggests higher prices, fewer bargains, and a tougher market overall, especially for gamers and budget PC buyers.
