ASUS Announces Significant PC Price Increases in Taiwan Amid Component Shortages

The Taiwanese PC market is bracing for a substantial price hike, as ASUS has confirmed plans to raise prices across its entire product lineup by 25% to 30% or more in the upcoming quarter. This announcement was made by Yi-Hsiang Liao, General Manager of ASUS Joint Technology Systems Division, during a recent press conference held in partnership with Qualcomm for the launch of the new Zenbook A16 laptop.

Rising Component Costs Drive Price Surge

According to Liao, the primary factors behind the price increase are the soaring costs of key components such as DRAM and SSD storage, coupled with an ongoing shortage of CPUs. For example, the price of a standard 32 GB memory module has surged from approximately 3,000 Yuan last year to nearly 20,000 Yuan today—a dramatic increase that has forced original equipment manufacturers (OEMs) to adjust their pricing strategies.

Liao emphasized that this situation is not unique to ASUS. All major Taiwanese PC manufacturers are facing similar challenges due to the global supply chain constraints and escalating component prices. The impact of these increases is expected to be felt across the industry, affecting a wide range of products and models.

Potential Impact Beyond Taiwan

While ASUS has not specified whether these price adjustments will extend to overseas markets, the ongoing rise in component costs in Taiwan is likely to influence global pricing trends. Western markets have already experienced notable price increases in recent months, and further adjustments may be on the horizon as supply chain pressures persist.

Market Outlook and Sales Projections

Despite the anticipated price hikes, ASUS projects a positive outlook for PC sales in Taiwan. Liao predicts a 10% year-over-year increase in sales for 2026, suggesting that demand remains robust even as average selling prices climb. In the first quarter of 2026 alone, the average selling price of ASUS PCs in Taiwan has already risen by about 15%, with expectations for a 30% increase throughout the remainder of the year compared to 2025.

As the global PC industry continues to navigate supply chain disruptions and rising component costs, consumers and businesses alike should prepare for further adjustments in pricing and availability in the months ahead.