ASUS has warned partners and customers that it plans to raise prices on some products early next year, citing higher component costs driven by demand for AI computing. The notice has raised concern that the company’s ROG Ally handheld gaming PC could be affected, although no specific devices were named.
The internal communication, reported by Digitimes and VideoCardz, states that “certain product combinations” will see price adjustments starting January 5th. ASUS attributes the move to ongoing pressure on the supply chain and rising prices for key parts such as memory and storage.
“As we approach the end of 2025, global demand in the PC and IT infrastructure markets remains strong, driven by AI 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 AI compute demand.”
Industry analysts have repeatedly highlighted how AI-related demand has pushed up memory prices, a trend that could lead to broader hardware price increases and potential delays to new console launches.
In this case, ASUS has not identified any affected models, so it remains unclear whether the ROG Ally will see a price change. The company later told VideoCardz that the document was an internal business communication not intended for public release, but it has since circulated widely online.
ASUS has not issued any public confirmation of price changes for the ROG Ally. For now, the handheld’s pricing remains unchanged, but that could shift if the company extends its planned adjustments to gaming hardware.