At the beginning of 2026, the electronics market witnessed a new wave of price increases.

ASUS took the lead by issuing an official statement, announcing that due to structural fluctuations in the global supply chain and the continuous rise in costs of key components such as memory and hard drives, the company plans to implement "strategic price adjustments" on certain products starting January 5.

Although specific products and price hike ranges were not disclosed, this adjustment is expected to affect the entire product line, with laptops likely bearing the brunt of the impact.

Notably, CES 2026 is set to open on January 6, and ASUS's announcement of price increases just one day before the event seems to suggest that newly launched products will directly adopt the adjusted pricing.

Meanwhile, news of price hikes has also emerged in the graphics card market. According to South Korean media reports, due to the significant increase in DRAM memory prices, NVIDIA and AMD have already planned to raise the prices of their graphics cards in the first quarter of 2026.

As memory manufacturers shift their production capacity to the more profitable AI sector, the cost of video memory has surged dramatically, now accounting for over 80% of the total manufacturing cost of some graphics cards.

It is reported that AMD is expected to gradually adjust prices starting from January 2026, primarily affecting its new-generation RX 9000 series graphics cards. NVIDIA plans to follow suit starting in February, with its latest RTX 50 series also seeing price increases. Among them, the flagship model RTX 5090 is expected to skyrocket from 1,999to5,000—a staggering 2.5-fold increase.

This price increase is not implemented all at once but follows a monthly incremental strategy, meaning that as inventory depletes, graphics card prices will rise month by month.

To cope with cost pressures, NVIDIA has reportedly begun reducing production capacity for mid-range models such as the RTX 5060 Ti and RTX 5070.

Industry observers point out that behind this round of price hikes lies a common driving factor: the surge in AI computing demand has led to a reallocation of resources in the supply chain, coupled with global production capacity adjustments and rising investment costs for advanced manufacturing processes.

ASUS's first move may just be the beginning. With supply chain pressures continuing to propagate, other hardware manufacturers are likely to follow suit, potentially pushing the consumer electronics market into an overall price increase cycle by 2026.