In 2026, the sky - rocketing memory prices are acting as a significant deterrent for potential PC builders. According to IDC's forecast, PC shipments are likely to experience a 9% drop this year. Manufacturers like Samsung have redirected their production focus towards high - margin memory products, driven by the booming demand from the AI sector. This strategic shift has led to a shortage of consumer - grade memory in the market. The price of DDR5 has witnessed an alarming surge, increasing by 2 to 4 times. To put it into perspective, 32GB memory kits now cost over 2,000 yuan. Consequently, the average selling price of PCs is projected to go up by 6% - 8%. In particular, some gaming laptops have seen their prices soar by more than 1,000 yuan. Despite these challenging market conditions, Rahul Tikoo, the Senior Vice President of AMD, remains unfazed. He pointed out that AMD boasts a wide array of products catering to various price segments. Moreover, the company is even considering bringing back older chips as a cost - cutting measure.