ASUS Announces Price Hikes Starting January 5th, Which Could Raise ROG Ally Prices

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Source: Videocardz.com

It probably won't come as much of a surprise if you've been paying attention to the prices of PC components or the economy in general, but ASUS has announced that from January 5th, it will be implementing "price adjustments" on various products in order to absorb increasing costs across the industry.

Here's the full letter below, with an English translation afterwards.

Here is the letter translated into English, courtesy of Videocardz.com:

Letter on 2026 Product Price Adjustments

Dear ASUS partners and customers,

Thank you for your long-term support and trust in ASUS. In this new era of Al-driven computing, companies face both new opportunities and new challenges in operational planning. ASUS values our partnership with you and remains committed to providing up-to-date and reliable IT products and services, growing together with your team and creating shared value.

As we approach the end of 2025, global demand in the PC and IT infrastructure markets remains strong, driven by Al adoption. At the same time, structural volatility in the global supply chain is putting sustained upward pressure on costs for key components, particularly memory (DRAM) and storage components (NAND and SSD). These changes reflect shifts in capacity allocation by upstream suppliers, higher investment costs for advanced manufacturing processes, and structural supply gaps created by rising Al compute demand. The impact is now being reflected across overall system planning and cost structures, and it has become an industry-wide challenge.

After carefully reviewing market conditions, supply stability, and our commitments to product quality, and while continuing to invest in technical R and D, ASUS plans to implement strategic price adjustments for certain product combinations starting January 5, 2026. This adjustment is a necessary decision after absorbing and responding to cost pressure over an extended period. The goal is to ensure stable supply, maintain quality and service levels, and continue supporting your long-term planning for key IT investments.

We understand the importance of this change to your operations. Your ASUS business representative will contact you proactively to provide details and help plan appropriate response options or configuration recommendations to keep the impact as low as possible. ASUS will continue to rely on our global manufacturing and supply chain management capabilities and work closely with partners to support you as a trusted and dependable business partner.

Thank you again for your trust and support. We look forward to staying closely aligned during this period, responding to market changes together, and achieving mutually beneficial outcomes.

Sincerely,
ASUSTeK Computer Inc.
General Manager, Systems Business Group
Liao Yi-Xiang

December 30, 2025 (Republic of China Year 114)

Just what "products" this may affect isn't yet clear, but particularly relevant ones would be the newly released ROG Xbox Ally (X). Given that the price increases are largely revolving around DRAM and storage components, something like a full computer system could be particularly susceptible to price increases at this time.

Either way, we won't have long to find out, as January 5th is right around the corner, and interestingly, just before CES 2026, where no doubt ASUS will be showing the latest technology they've been working on, perhaps this is an early caution for the pricing of the next generation of tech.

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