ASUS recently warned that if the supply shortage of key components such as memory (DRAM) and flash memory (NAND Flash) continues, the overall selling price of its PC products may rise. The co-CEO of Asus said in an interview with Taiwan's "Free Times": "In terms of channel pricing, Asus will comprehensively consider costs, distribution partners and consumer demand, and adjust product structure and prices at any time." This means that the increase in industry costs will be directly reflected in the final product pricing.
For example, if DRAM prices increase, a PC with 16GB, 32GB or 64GB of DDR5 memory could cost hundreds of dollars more.
The report pointed out that DRAM prices have soared 171.8% year-on-year, making this important component one of the most valuable assets in the data center and personal computer markets. Currently, manufacturer orders can only meet about 70% of demand, and small OEMs and channel distributors have been told that they can only obtain a supply satisfaction rate of 35-40% in the first quarter of 2026. At the same time, NAND flash memory prices have doubled in the past six months. Phison (Phison Electronics) CEO Pan Jiancheng recently revealed that 1Tb TLC NAND has soared from US$4.80 in July 2025 to US$10.70 in November, an increase of more than 100% in six months; the spot prices of other types of NAND such as MLC and QLC have also doubled.
DRAM and NAND shortages may jointly push OEM machine prices to new highs. The CEO of Phison Electronics also warned that NAND shortages may last as long as ten years, while there is no clear timetable for DRAM shortages.
How ASUS will adjust its pricing strategy in the future to cope with the continued rise in component prices has become the focus of the industry. For example, the current price of 64GB high-capacity DDR5 memory has risen from about US$200 to US$500. Asus may directly incorporate these costs into the price of the whole machine, but it has not yet made an official statement.