Take advantage now: ASUS confirms price increases from January 5 and may affect the price of ROG Ally

The increase in memory and storage costs is pushing ASUS to readjust prices in the midst of the 2026 kickoff.

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ASUS has officially confirmed that as of January 5, 2026, it will apply price increases to part of its catalog, a decision that could have a direct impact on very popular products within the Xbox and PC ecosystem, such as ROG Ally.

The information comes from an internal communication published by ASUS, in which the company explains that these adjustments are in response to a sustained increase in industrial costs, especially in key components such as DRAM memory and NAND and SSD storage. A scenario that, according to ASUS, already affects the entire technology sector.

The economic context behind the price increase

In its letter to partners and customers, ASUS points out that the strong demand for hardware driven by AI-based computing is straining the global supply chain. This is added to higher advanced manufacturing costs and changes in capacity allocation by suppliers, factors that have ultimately been passed on to the final cost of systems.

After months of absorbing part of this impact, the company considers that a price adjustment is now inevitable to ensure supply stability, maintain quality standards, and continue investing in research and development.

What does this mean for ROG Ally and other gaming products?

• Although ASUS has not detailed which specific products will be affected, everything suggests that gaming devices like ROG Ally could be included in this adjustment, especially due to their direct dependence on high-performance memory and storage. This could translate to higher prices in stores starting January 5, depending on the market and configuration.

ASUS has confirmed that its sales representatives will contact distributors to offer configuration alternatives and minimize the impact, but makes it clear that the move is strategic and aligned with the global situation of the sector.

For those considering taking the leap to ROG Ally or other brand products, the first days of January may be key before these changes are reflected in a generalized way in the market.