ASUS Confirms Taiwan PC Prices Up 30%, Cites Soaring Memory Costs and Shift to Service-Based Models

ASUS has confirmed that PC prices in Taiwan have risen about 30% and will continue to climb due to surging component costs.

The main cause is a sharp increase in memory (DRAM/NAND) prices, driven by AI server demand shifting production away from consumer parts.

In response, PC makers are focusing on total cost of ownership, offering better warranties and services to justify the higher prices to consumers.

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ASUS recently confirmed that PC prices in Taiwan have risen by about 30% since late 2025, with another increase expected soon.

This price hike isn't driven by just one factor, but a combination of forces hitting the global supply chain. The primary cause is a dramatic surge in the cost of essential components, especially memory and storage. First, the global rush to build AI servers has diverted manufacturing capacity away from standard consumer parts like DRAM and NAND flash. Instead, factories are prioritizing high-margin, specialized components like HBM (High Bandwidth Memory) and enterprise-grade SSDs. This has created a supply shock, causing contract prices for PC memory to jump by record amounts—over 100% in a single quarter for some types.

Second, global logistics are adding to the pressure. Disruptions in the Red Sea have forced container ships to take longer, more expensive routes, and this, combined with an early peak season, has pushed shipping rates to 18-month highs. These higher freight costs are inevitably passed down to the final product price. On top of that, the New Taiwan dollar has weakened against the US dollar, making imported, dollar-priced components more expensive for Taiwanese manufacturers.

Finally, the technology itself is pushing prices up. The new standard for “AI PCs” requires higher baseline specifications, such as a minimum of 16GB of RAM and faster processors, which naturally increases the Bill of Materials (BOM) cost. Microsoft ending support for Windows 10 also provides a gentle nudge for consumers and businesses to upgrade to newer, more expensive machines.

In response to these rising costs, ASUS is shifting its strategy. Instead of competing solely on sticker price, the company is focusing on the Total Cost of Ownership (TCO). By launching services like “ASUS 服務Plus,” which offers extended warranties, on-site repairs, and maintenance, ASUS aims to provide more long-term value to customers, helping to justify the higher initial outlay.

Glossary:
BOM (Bill of Materials): A list of all the components and materials required to manufacture a product. A higher BOM cost directly translates to a higher product price.
HBM (High Bandwidth Memory): A high-performance type of memory essential for AI servers and high-end graphics cards. Its high demand is straining the supply of standard consumer memory.
TCO (Total Cost of Ownership): The total cost of a product over its entire lifecycle, including purchase price, repairs, maintenance, and other associated expenses.