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PC Gamer
PC Gamer
Jacob Fox

Asus is now implementing 'strategic price adjustments' and retailers are already hiking prices for laptops from other brands

Asus TUF A14 (2025) gaming laptop with RTX 5060 GPU.

If there's one great thing about this year's CES, it's that it's been a nice distraction from all the memory crisis-induced hardware pricing doom and gloom. Admittedly, it's given us its own share of mild gloom with its own expensive products and relentless focus on AI, but that's by-the-by. Now the main excitement is out of the way, though, we can get back to the really bitter pricing stuff, lovely. Stuff, in case you missed it, such as Asus saying it's going to hike its prices.

As reported by Digitimes (via VideoCardz), a letter from Asus speaks about planning to adjust prices for "certain product combinations" from January 5, 2026:

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