In 2026, a reversal of the traditional logic of the video game market was observed, where consoles tend to become cheaper with successive generations. However, this year, prices showed a significant increase.
Microsoft once again raised the prices of the Xbox Series X|S models in the United States. Specifically, the 512 GB Series S, which was launched in 2020 for US$ 299, now costs US$ 499.99. Simultaneously, the Series X with disc drive had its price adjusted from US$ 499 at launch to US$ 799.99.
Sony also implemented price increases for the PS5 during its generation. This means that even six years after its launch, the cost to acquire a console may be higher than expected.
Part of the justification for these adjustments lies in the rapid expansion of artificial intelligence. The need to expand AI services requires large data centers, which are equipped with accelerators, memory, and storage systems. This high demand puts pressure on an industry that must also supply components for smartphones, PCs, and consoles.
Microsoft itself justified the new values by stating that costs related to storage and memory have increased by more than 2.5 times, with projections to double again by the second half of 2027.
It is important to note that this does not imply that tools like ChatGPT are consuming Xbox memory. The core issue is that manufacturers face colossal demand for AI infrastructure, a sector where corporations are willing to inject billions of dollars.
The situation could worsen if component costs remain high. Thus, the next generation of consoles will face the challenge of balancing substantial performance advancement with considerably higher manufacturing costs. Both Sony and Microsoft will need to compete for components in a market where AI data centers have established themselves as extremely important clients.
Therefore, the increases recorded in 2026 may transcend a simple anomaly of this generation, demonstrating how the race for AI is beginning to impact products that, at first glance, seem unrelated to it. There is a notable irony: while the user uses AI on a PC to decide which console to buy, the infrastructure needed to sustain this technology may be contributing to the console's own increased price.