Global Component Shortage Drives Laptop Prices Up by 50%

A shortage of semiconductor components and disruptions to the global supply chain have led to significant price increases for laptops and computer devices. The situation is driven by high demand for components used in artificial intelligence (AI) technology and data centres worldwide.

Head of Public Relations at ASUS Indonesia, Muhammad Firman, stated that the PC and laptop industry is directly impacted because semiconductor manufacturers are currently prioritising supply for AI data centres. As a result, the availability of processors, RAM, and storage media for consumer devices has become limited.

“Products with the same specifications as last year could see price increases of up to 50%. A laptop that previously sold for around Rp6 million could now reach Rp8 million,” he said.

According to Firman, the price increase is most acutely felt in the entry-level segment, which is highly price-sensitive. Consequently, demand in that segment has dropped by approximately 20-30% compared to the previous year.

To navigate these conditions, ASUS is shifting its sales focus to the business, commercial, and enterprise segments, which still require device upgrades to support company operations. For the consumer segment, ASUS continues to offer added value through after-sales services, including on-site servicing for institutional customers such as schools.

Despite the limited component supply, Firman emphasised that AI technology is already available in the latest generation of processors and graphics cards. However, the component constraints mean manufacturers are not yet able to deliver AI-capable devices at more affordable prices for consumers.