The AI sector’s demand for high-bandwidth memory and advanced GPUs has created supply constraints affecting consumer gaming hardware. Asus announced price increases on “select product portfolios” ahead of CES 2026, citing cost pressures from AI-driven RAM demand as a “necessary decision” after absorbing earlier price fluctuations.
GPU Prices Expected to Rise
South Korean outlet Newsis reported that both Nvidia and AMD are considering GPU price increases throughout 2026, though specific details remain unconfirmed by the manufacturers. Speculation circulating in hardware forums suggests high-end cards like Nvidia’s RTX 5090, which launched around $1,999, could see substantial markups, though such projections lack official confirmation.
Industry analysts note that even modest price increases of several hundred dollars would compound existing affordability challenges in the PC gaming market, where graphics card prices have remained elevated since the cryptocurrency mining boom and subsequent supply chain disruptions during the pandemic.
Next-Gen Console Timeline Under Review
Console manufacturers are reportedly evaluating whether to delay next-generation hardware originally targeted for a 2027-2028 release window, according to Tom Henderson of Insider Gaming. The consideration stems from concerns about component costs and consumer price sensitivity, with companies hoping RAM manufacturers can scale production capacity to bring costs down before launch.
Neither Sony nor Microsoft has officially commented on potential delays to PlayStation 6 or next-generation Xbox hardware. The companies typically do not discuss unreleased products until formal announcements.
Supply Chain Context
The component shortage reflects competing demand between consumer electronics and data center infrastructure. AI model training and inference require massive quantities of high-bandwidth memory and GPUs, with major cloud providers and AI companies making multi-billion-dollar hardware commitments that strain manufacturing capacity.
Memory manufacturers are expanding production facilities, but new fabrication plants require 18-24 months to come online. This timeline mismatch between demand and supply expansion contributes to current pricing pressures.
Market Impact
PC gaming hardware sales have shown price elasticity, with demand declining during previous GPU price spikes. The cryptocurrency mining boom of 2021-2022 demonstrated that sustained high prices drive casual builders out of the market, potentially shrinking the addressable customer base for gaming hardware vendors.
For console manufacturers, component costs directly impact retail pricing strategy. Both Sony and Microsoft have historically targeted $499-$599 launch prices for flagship consoles, with higher component costs either requiring price increases that dampen adoption or reduced profit margins that affect long-term business viability.
Industry Response
Hardware manufacturers face a challenging balance between maintaining margins and market share. Asus’s announcement of select price increases, rather than across-the-board hikes, suggests companies are attempting targeted adjustments rather than wholesale pricing changes.
Gaming community reaction on forums and social media has been mixed, with PC builders expressing frustration over continued price pressure while some console players indicated they would prefer current-generation hardware receive longer support rather than rushing expensive next-generation launches.
Additional pricing announcements are expected throughout CES 2026 in Las Vegas this week, where major hardware manufacturers traditionally reveal product roadmaps and pricing strategies for the year ahead. Nvidia and AMD have not confirmed participation in pricing discussions reported by Korean media outlets.
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