This is not a rumor cycle or another vague supply-chain whisper—ASUS said it directly. At a recent product event, company leadership warned that PC prices in Taiwan could rise by 25% to 30% in Q2, and the signal is not limited to one SKU line. The message points to market-wide pressure, with Acer, MSI, and Gigabyte also cited as likely to follow with adjustments.
This is no longer about selective repricing; it is a broad upward reset.
Why prices are climbing: three cost drivers are hitting at the same time
The pressure stack is straightforward. First is memory: DRAM prices have surged sharply, with some data indicating quarter-on-quarter jumps above 100%, immediately raising system BOM across categories.
Second is SSD pricing, where NAND costs are also climbing with little near-term relief. Third is CPU supply mix. Both Intel and AMD are prioritizing higher-tier products, creating allocation imbalance downstream and pushing additional cost pressure toward consumer-facing configurations.
When those three forces converge, vendors have limited room left to hold pricing.
In practice, the increase already started—this is the formal escalation phase
Market watchers had already seen movement in January, when ASUS reportedly informed channels that selected products were up around 15% to 20%. The latest guidance suggests the next wave is not incremental; it is a larger step-up.
Even the official language remains cautious, noting final pricing still depends on regional competition and demand conditions. In real terms, that also means some segments could move beyond the 30% headline. For Southeast Asian buyers and resellers, this is a strong signal to reassess procurement timing before component inflation compounds further in the next quarter.