I want the Steam Machine and, precisely for that reason (and for the more than 1,000 euros for the power it has), I am building a PC in pieces. I started choosing components and told myself “when I get paid, I’ll get it.” Two days later, I happily looked at my payroll, went to Amazon to formalize the payment and found a surprise: almost 200 euros more. Guilty? The RAM and the GPU. I asked myself something: Do I jump through the hoop or wait?
I mentioned that same question a few days ago at the third meeting between editors and subscribers of Xataka Xtra and we drew three conclusions. The first is that everyone spends money on what they want; that’s what we work for. The second is that everything is very expensive, and it is difficult to foresee the moment when the situation will change, if it does at all.
The third conclusion is clear: if you need any device or think you will need it in the short term, there is only one possible path: buy it now, because it is already late, but tomorrow it will be even more so.
Apocalypse Wrapped 2026
Firstly, a short review of the current consumer market: it has gone to hell due to the rise of AI. AI requires a massive amount of RAM and storage. The troubling aspect is the limited number of companies manufacturing these components. Samsung, SK Hynix, and Micron are the giants, and they have pivoted their production from consumer electronics to hyperscalers focused on AI data centers.
The consequences? They don’t produce DDR5 memory chips, nor do they manufacture NAND chips for consumer SSDs. With their focus on faster memory, they’ve abandoned DDR4 and LPDDR4 lines, causing further price hikes.
This price increase doesn’t just affect consumers; companies like Samsung and Apple have announced average price hikes of 20% for products like iPads and Macs due to memory shortages. Sony is struggling with its PS6 plans, and even Raspberry Pi has significantly raised its prices. The trend is clear: it’s not that assembling a PC in parts is inherently more expensive; it’s a widespread issue affecting numerous types of devices.
Early Adoption: When It Pays Off
We also discussed early adoption during our subscriber meeting. This term often refers to those who purchase hardware at launch, knowing they may pay a premium for an inferior product when a better version is just around the corner.
The console market illustrates this very well. The original PS3 and Xbox 360 were costly and comparatively underwhelming, especially given the significant upgrades released just a couple of years later. Yet with newer generations, prices have continued to rise, often beyond any reasonable expectation.
Reflecting back to January, I thought about building a PC in parts. I hesitated, thinking I didn’t need it right away. Now, I would gladly travel back in time to give myself a couple of kicks for delaying that purchase.
The Urgency of Now
January was the best time to buy, followed by February, March, and now—standing at nearly 1,700 euros. Based on current market trends, those prices will only climb higher. Lenovo has already warned consumers that if you need something, you should buy it immediately. Tomorrow might be too late.
Companies like Lenovo assert that certain prices will never return to the levels prior to the rise of AI. This prediction makes sense in a market that still requires fundamental devices like computers and smartphones. Prices will inevitably rise, and the competition has diminished due to the current economic climate.
We have seen far-reaching implications: while the consumer market sees a decline, those who produce essential components will continue to fulfill contracts with hyperscalers. So, while retail prices soar, the demand shows no signs of abating.
Final Thoughts
When we examine situations like the Steam Machine, what once seemed overpriced now appears increasingly reasonable, especially when comparing it to the rising cost of building a custom PC. As a consumer, the best advice is straightforward: if you think you will need a device, do not wait—the best time to buy was yesterday; the second best time is today.
In conclusion, while the technological landscape can often feel stagnant, the consumer market is ever-evolving. Keeping abreast of these changes is crucial for informed decision-making. So, gear up, buy what you need, and navigate this complicated current with confidence.