Given the significant price increases for video game consoles and PC peripherals in 2025, further hikes are expected. Today, ASUS announced that starting January 5th, it will be having price adjustments on various products in order to align with increasing costs.
ASUS provided a statement stating that, after reviewing market conditions, supply stability, and their commitments to product quality, they will be making the necessary price adjustments.
Here is the statement translated into English (Thanks Steam Deck HQ)
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
Will The ASUS ROG Xbox Ally Go Up In Price?
One of the most notable products that could be affected by these price increases could be the newly released ROG Xbox Ally handhelds released in October 2025. We don’t know officially if the ROG Xbox Ally will be affected but if it is the prices could become unrealistic for consumers. At launch, the Xbox Ally was priced at $599, and the Xbox Ally X was priced at $999.
