ASUS has announced price increases across its hardware lineup that take effect on January 5, 2026. The move impacts the company’s extensive catalog of PC components and electronics, with graphics cards, motherboards, and laptops expected to see higher price tags starting next week.
This lands right after the holiday season when many PC builders typically upgrade their systems with gift money. ASUS hasn’t publicly detailed exact percentage increases or provided a complete list of affected SKUs, but the January 5 date appears to mark a new pricing structure for distributors and retailers.
Graphics cards are drawing particular attention from buyers rushing to make purchases before the deadline. ASUS manufactures both standard and ROG-branded GPUs across NVIDIA’s lineup, making the price hike relevant for anyone eyeing an RTX 5070 Ti or other recent releases.
The announcement comes as the broader PC hardware market faces upward pricing pressure on key components. DRAM and NAND flash memory costs have been climbing, driven by high demand from data centers and AI applications competing for the same memory modules that go into consumer products. These increases ripple through to finished products like graphics cards, which rely on expensive GDDR memory, and SSDs, which use NAND flash chips.
ASUS’s product range spans far beyond just GPUs. The company makes motherboards, gaming monitors, laptops, networking equipment, and peripherals. A company-wide price adjustment could touch multiple categories, though the exact scope remains unclear from available information.
Some retailers have already shown signs of volatile pricing even before the official January 5 date. Shoppers report seeing prices jump while items sit in their shopping carts, with one UK example citing a GPU climbing from £560 to £600 in minutes. SSD pricing has also crept higher, with 2TB drives now hovering around £170.
The wider industry impact
Recent reports have also indicated that consoles have been impacted by recent component shortages. Some reports have indicated that RAM prices have pushed back next generation consoles.
Current generation consoles have been the subject of much criticism in recent years due to manufacturers raising the prices of units years after launch. This stands in stark contrast to historical trends, where prices typically fell over a product’s lifecycle as component costs came down, but with volatile trends affecting the industry, it is unclear if this will change soon.
