# Taiwan’s ASUS, GIGABYTE and MSI Plan Fourth-Quarter Price Hikes of 5% to 10%

By John Kim

Canonical URL: https://www.tokenpost.com/news/business/38035
Published: 2026-10-22T15:48:25.000Z
Updated: 2026-10-22T15:48:25.000Z
Section: Business

> ASUS and GIGABYTE board shipments rebounded by nearly double digits in the third quarter, but consumer motherboard shipments are still projected to fall about 30% this year.

ASUS, GIGABYTE and MSI plan to raise motherboard prices by 5% to 10% in the fourth quarter as PC DIY demand improves and component costs rise. The increases come as some mainstream CPU supply constraints ease and customers resume replenishing inventories.

The three Taiwanese manufacturers have notified sales channels of the planned increases. Smaller Taiwanese boardmakers and Chinese brands have also followed price increases that began in October. Fourth-quarter shipments may cool after the usual third-quarter seasonal peak, while Double 11, Black Friday and year-end shopping are expected to help manufacturers clear inventory.

Third-quarter motherboard shipments from ASUS and GIGABYTE were estimated to have increased by nearly double digits from the previous quarter. MSI’s gain was in the single digits. All three shipped fewer boards than in the same period a year earlier.

By the end of the third quarter, motherboard average selling prices (ASPs) had risen by a double-digit percentage from the start of the year. Higher ASPs helped keep the three companies’ sales revenue flat or better despite lower unit shipments.

Consumer demand is concentrated in midrange and upper-midrange boards. Intel systems include Arrow Lake processors from the Core Ultra Series 2 family paired with Z890 or B860 chipsets. AMD systems use Ryzen 9000 processors on the AM5 platform with X870E, X870 or B850 chipsets.

Higher ASPs and stable gross margins could give second-half motherboard revenue and profit the potential to outperform first-half results. ASUS, GIGABYTE and ASRock are also forecast to post record full-year revenue and profit, supported by their AI server businesses. MSI’s second-half performance is expected to improve as NVIDIA RTX Spark products launch and its AI server business expands.

The recovery may not make up for the first-half drop in consumer board shipments, which exceeded 40%. Full-year consumer motherboard shipments are still projected to decline about 30%. Weaker demand or slower inventory clearance could also weigh on second-half results.