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www.silkfaw.com – CES 2026 is shaping up to be a spectacle for PC enthusiasts, yet ASUS has added an unexpected twist before the show even starts. The company confirmed fresh price increases for select desktops and laptops, effective January 5, 2026, just days before its highly anticipated announcements at CES 2026. Instead of leading only with flashy specs and bold designs, ASUS now steps onto the stage with a cost surge that many users will feel first.
This move connects directly to surging prices for memory modules, storage, and other essential hardware. ASUS argues that rising component expenses leave little room for absorbing costs. For consumers, however, the timing feels uncomfortably close to CES 2026, where buyers typically hope for new devices, bundles, or discounts. Now, the spotlight falls not only on innovation, but also on affordability.
Why ASUS Prices Are Climbing Before CES 2026
ASUS is not the first PC manufacturer to push prices higher ahead of CES 2026, yet its decision still stings. DRAM and NAND flash have become more expensive as demand from AI workloads, data centers, and handheld gaming PCs continues to climb. Suppliers, facing their own manufacturing constraints, pass these costs along. ASUS then faces a choice: compromise margins or adjust retail prices. The company chose the latter, even if that risks frustrating loyal buyers.
Another factor behind this price shift involves more complex hardware designs. Upcoming CES 2026 systems will likely include more powerful GPUs, faster DDR5 memory, and storage tuned for large game libraries or creative workloads. Those features require premium components. So, while ASUS uses rising costs as justification, part of the increase also reflects an arms race for higher performance in slimmer chassis. Every watt saved and millimeter shaved has a financial consequence.
From my perspective, the timing feels tactical as much as logistical. Launching higher prices ahead of CES 2026 lets ASUS present its newest laptops and desktops as premium offerings rather than budget bargains. It also sets an anchor for perceived value: when early deals appear during or after the show, they may look generous compared with the freshly raised list prices. Consumers should be aware of this psychological framing before rushing to preorders.
How the ASUS Hike Impacts Gamers, Creators, and Everyday Users
For gamers who planned to upgrade around CES 2026, this shift may force some hard choices. A jump in PC prices can push buyers toward cheaper SKUs with fewer cores or weaker graphics. That often leads to shorter upgrade cycles, because systems hit performance walls sooner. Competitive players who care about high refresh rates or ray tracing may feel especially squeezed, as those features tend to live in pricier tiers already.
Content creators could feel a different kind of pressure. Video editors, 3D artists, developers, and streamers usually rely on large amounts of RAM and fast SSDs. Those components sit at the heart of the current cost wave. When ASUS raises prices on creator-focused laptops or compact workstations around CES 2026, freelancers and small studios may struggle to justify new investments. Some will postpone upgrades, others may pivot toward custom-built systems or rival brands that keep prices steadier for a bit longer.
Everyday users, including students or remote workers, might respond by stretching the lifespans of existing machines. A modest price bump can feel huge when budgets stay flat. While many shoppers focus on CES 2026 for deals, they should cross-check older models, refurbished units, and previous-generation parts. In some regions, ASUS competitors could use this moment to hold or even cut prices, hoping to win users who feel priced out of ASUS’s ecosystem.
What to Watch for from ASUS at CES 2026
As CES 2026 approaches, the real test for ASUS will revolve around value, not only raw performance numbers. If the company pairs higher prices with longer support windows, better cooling, improved repairability, or meaningful AI acceleration, users might accept the extra cost. However, if the hike arrives without clear benefits, trust may erode. My view: buyers should approach the ASUS showcase with curiosity but also skepticism, comparing specs, warranties, and regional pricing very carefully before committing.
