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| DDR5 memory upgrade shown in gaming laptop |
The annual CES tech showcase in Las Vegas is traditionally where giants like Lenovo, HP, and Dell unveil their most exciting new laptops, setting the tone for the year ahead. CES 2026 is expected to follow this script, with sleek new designs for work and powerful rigs for gaming. But behind the scenes, a brewing storm in the memory market threatens to disrupt launches, delay shipments, and send prices soaring, potentially cooling consumer enthusiasm after a strong 2025.
The Core Problem: A Memory Market Squeeze
A new report from the Korean business newspaper Chosun Biz has sent ripples through the industry, revealing that record-setting increases in memory prices are forcing notebook makers to scramble. At the heart of the issue are DRAM chips, the essential working memory for every computer. According to the report, manufacturers are desperately trying to secure supply through preliminary contracts with the big three memory producers—Samsung, Micron, and SK Hynix.
Despite these efforts, the outlook is grim. Analysts project that DDR5 RAM prices could surge by as much as 45% higher by the end of 2026. This isn't happening in isolation. The explosive demand for AI infrastructure is also monopolizing NAND flash supplies, driving up the cost of SSDs. The combined effect is a double whammy for laptop manufacturers.
Read the original report on the supply chain pressures (Korean)
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| Projected laptop price increases for 2026 |
The Inevitable Result: Higher Prices for Consumers
Research firm TrendForce projects that storage and memory components could account for up to 23% of a laptop's total material costs in the coming cycle, a significant jump. This economic pressure leaves brands with few good options. An insider quoted in the reports suggests one manufacturer is planning to raise prices on high-end models by as much as 30%.
This trend isn't theoretical; it's already beginning. Competitors like Dell have already announced impending price hikes, and others are expected to follow suit as contracts renew. The fear among brands is clear: after a successful 2025 driven partly by Windows 11 upgrade cycles, a sharp price increase could cause sales to crash as buyers balk at the new costs.
See TrendForce's exclusive analysis on the PC memory crunch
How Laptop Makers Are Reacting: Delays, DIY, and Denials
Faced with this challenge, companies are exploring different strategies:
- Postponement: One of the most straightforward tactics is to simply delay new model launches. By pushing releases later into 2026, brands hope to ride out the worst of the price spike or secure better component deals.
- Absorbing Costs: Some may try to absorb the increased costs to stay competitive, but this would severely cut into their margins, making it an unlikely long-term strategy for most.
- Creative Workarounds: Smaller players are getting innovative. Boutique PC builder Maingear, for instance, has introduced a "Bring Your Own RAM" program. This allows customers to mail in their own memory modules to complete custom builds, a direct response to volatile wholesale prices.
- Vertical Integration Rumors: There have even been rumors, swiftly denied, that a major player like Asus considered producing its own DDR5 RAM to circumvent the supply chain crunch, highlighting the level of industry anxiety.
Learn more about Maingear's BYO RAM program for custom systems
What This Means for You, the Buyer
The message for consumers looking at CES 2026 announcements is to temper expectations. The flashy new laptop unveiled in January might not be readily available—or affordably priced—until much later in the year. The value proposition is also shifting; you may get less memory and storage for your money than in previous generations.
For savvy shoppers, this environment makes existing 2025 models, refurbished units, or the growing DIY and boutique market more attractive. As the industry navigates this costly hurdle, the dream of ever-cheaper, more powerful laptops has hit a significant, and expensive, roadblock.