ASUS Warns of Potential Price Hikes Amid Ongoing DRAM and NAND Flash Shortages
ASUS has issued a warning that prices for its PC products may rise if the current shortages of key components like DRAM and NAND flash persist. In a recent interview with Taiwan's Liberty Times, ASUS co-CEO explained that the company will consider factors such as component costs, distribution partner agreements, and consumer demand when determining future pricing. This approach means that any increase in industry costs will likely be reflected in the final prices offered to customers. For instance, if DRAM prices continue to climb, PCs equipped with 16, 32, or 64 GB of DDR5 memory could see price increases of several hundred US dollars.
DRAM and NAND Flash Prices Reach Record Highs
The memory market has experienced significant volatility, with DRAM prices surging by 171.8% year-over-year. This dramatic increase has turned DRAM into one of the most valuable components for a wide range of applications, from enterprise data centers to personal computers. Compounding the issue, vendors are currently able to fulfill only about 70% of orders, while smaller OEMs and channel distributors are facing even tighter supply constraints, with fulfillment rates dropping to just 35-40% through the first quarter of 2026.
NAND flash storage is facing similar challenges. According to Phison CEO Khein-Seng Pua, the price of a 1 Terabit TLC NAND chip has more than doubled, rising from $4.80 in July 2025 to $10.70 by November 2025. Other NAND types, including MLC and QLC, have also seen their spot prices double in recent months. These increases are expected to drive up OEM prices even further if shortages continue.
Industry Outlook: Prolonged Shortages and Pricing Uncertainty
The outlook for component availability remains uncertain. Phison's CEO has suggested that the NAND flash shortage could persist for up to a decade, while the timeline for DRAM supply stabilization is still unclear. As a result, companies like ASUS are closely monitoring the situation and may need to adjust their pricing strategies to account for the rising costs of essential components.
For consumers, this could mean higher prices for PCs and laptops, especially those featuring high-capacity memory configurations. For example, the price of a 64 GB DDR5 memory kit has already increased from around $200 to $500. While ASUS has not yet made any official announcements regarding specific price adjustments, the company has indicated that it will continue to evaluate the market and respond as necessary to ongoing supply chain challenges.
