As memory chip costs climb and some rivals tighten their belts, ASUS sounds oddly cheerful — or at least unflappable. CFO Nick Wu says the company expects only modest pain from the current squeeze, and he pointed to a few practical reasons why.
Brand matters: customers who buy ROG and ProArt kits tend to tolerate higher prices for the label and features (ROG = gaming, ProArt = creator-focused). Then there’s supply-chain clout: long-standing ties with chip vendors can mean prioritized shipments when inventories tighten. Finally, ASUS isn’t a one-trick pony — laptops, motherboards, GPUs and peripherals spread the risk; if demand dips in one area, another can pick up some of the slack. GPUs, for example, are seeing price increases now, which could help profits in the near term.
Wu expects ASUS to outperform the market in 2026. He also flagged AI as a growth driver, saying the company intends to "ride the wave of artificial intelligence" — a phrase delivered with the kind of corporate optimism that makes you nod and roll your eyes at once. Some shorthand: strong brand + supplier priority + product mix = resilience, or at least that’s the bet.