ASUS: PC Prices Expected to Rise 25%–30% in Q2
Rising prices and tightening supply of memory, SSDs, and CPUs are triggering an unusual early purchasing trend in the PC market this year. ASUS Co-CEO of the Open Platform Business Group, Jose Liao, stated that the increase in component prices is now an irreversible trend. He estimates that PC prices will rise by 25% to 30% in the second quarter, with further upward pressure expected in the third quarter. As a result, consumers who already plan to upgrade their computers are advised to buy sooner rather than later, as prices are likely to continue climbing.
Liao explained that the current price surge is not caused by fluctuations in a single component but rather by simultaneous increases in memory chips, storage devices, and processors. Market data shows that the prices of memory and SSDs continue to climb, while the CPU segment is also facing supply shortages and price pressure. The upward price trend in the second quarter is almost certain, and the adjustments will not be limited to ASUS alone; the entire PC industry is expected to reflect higher costs.
He added that most PC brands face similar cost structures when sourcing memory and SSD components. Therefore, the price increases will not affect only ASUS products, but are expected to spread across all major PC brands in the market.
With expectations of higher prices becoming clearer, purchasing behavior among both consumers and distribution channels has noticeably shifted. According to Liao, after news of potential price increases began circulating in the market last December, many consumers started buying PCs earlier than planned. Traditionally, the first quarter is considered a slow season for PC sales, but this year demand has remained relatively strong, with purchases moving forward ahead of schedule.
Liao also noted that the trend is not limited to end consumers. Distributors and channel partners are also accelerating their inventory purchases, hoping to secure products before further price hikes occur, as most market participants anticipate additional increases in the months ahead.
