ASUS announced a 30% price increase across its entire PC product line in Taiwan for the second quarter, citing extreme costs of DRAM and SSD storage combined with CPU shortages. General Manager Yi-Hsiang Liao confirmed the planned hikes during a Zenbook A16 laptop press conference, noting that all Taiwanese PC manufacturers face similar supply chain challenges.

The price surge reflects dramatic component cost increases, with a standard 32GB memory module jumping from about 3,000 Yuan last year to nearly 20,000 Yuan currently. Despite these higher prices, ASUS predicts its PC sales in Taiwan will grow by 10% year-over-year for 2026. The company's average selling price already rose approximately 15% in the first quarter.

Industry analysts expect these price increases in Taiwan will eventually impact Western markets, which have already experienced significant price hikes in recent months. The average selling price for ASUS products is projected to increase by 30% for the remainder of 2026 compared to 2025 levels. Consumers should brace for continued upward pressure on PC prices globally.