"Creativity is the key": how PC hardware's smaller manufacturers are navigating the RAM shortage disaster
Far from ushering in a technological golden age, artificial intelligence is giving PC hardware its most trying time in years. As huge, hyper-rich tech companies go about building resource-intensive AI data centres in pursuit of future wealth, the resulting memory chip shortages have detonated consumer-level pricing for RAM modules, graphics cards, SSDs, and even ancient hard drives.
Doubling or tripling street-level outlays without harming sales would, you’d think, make a lot of gaming gear makers – especially their accounting departments – very happy indeed. But as those chips have become a scarce commodity at the supplier level, even the bigger hardware businesses are being squeezed as well, and it shows. Razer can’t decide how much their next laptops should cost. Valve are running out of Steam Deck stock and delaying the new Steam Machine. Zotac Korea called the RAM shortage an existential threat. But what of the industry’s smaller players – those producers of the niche, the quirky, the retro?
