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Asus Systems GM You Yi-Hsiang forecasts 25-30% PC price increases starting in Q2
Monday, March 23, 2026 at 11:28 PM
Asus Systems General Manager You Yi-Hsiang predicts a 25-30% increase in PC prices in the Taiwan market during the second quarter, with further escalations expected in the third quarter. While framed as consumer price hikes, such substantial increases across multiple brands typically indicate underlying supply chain cost pressures or component shortages in the semiconductor sector.
Context
ASUS Systems General Manager You Yi-Hsiang has forecasted a significant 25–30% price increase for PCs across all brands in the Taiwan market starting in Q2 2026, with further hikes expected to persist into Q3. This surge is primarily driven by an "unprecedented" global shortage of DRAM and NAND flash components. According to industry reports, memory prices are projected to rise over 50% this quarter as AI data center demand from firms like NVIDIA and AMD siphons off upstream manufacturing capacity, leaving consumer electronics manufacturers with sharply higher input costs.
This development follows a series of internal warnings from ASUS, which began adjusting product pricing as early as January 5, 2026. While ASUS reported its second-highest annual profits in 2024, the company is now navigating a structural supply chain shift where memory has jumped from 15-20% of total PC build costs to nearly 40%. Other major vendors, including Dell, HP, and Lenovo, have signaled similar pricing pressures, suggesting a broader market reset that could lead to a 5% to 9% decline in global PC shipments for the year.
Sources (8)
2024_Annual_Report.pdfDIGITIMES Biz Focus - Press releasesAI memory is sold out, causing an unprecedented surge in pricesSurging memory chip prices dim outlook for consumer electronics makers | ReutersAsus announces product price hikes starting January 5, and AI is to blame — RAM and storage cost pressure cited as main trigger for pricing increases | Tom's HardwareASUS officially announces price hikes from January 5, right before CES 2026 - VideoCardz.comEvery Memory Cycle Ends the Same. Until It Doesn't. - UncoverAlphaWhy everything from your phone to your PC may get pricier in 2026
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