Two sequencing suppliers unveiled aggressive commercial moves at AGBT that compress cost and expand throughput. Roche disclosed pricing and workflow details for its Axelios 1 sequencing platform, claiming a $150 per human genome (30X) consumable price in duplex mode and a $750,000 list price for instruments available this year. Roche emphasized diverse applications — cancer, methylation, RNA — and announced preorders ahead of a summer launch. Ultima Genomics launched the UG200 Series and Solaris 2.0 workflows, pitching higher throughput, lower footprint and faster turnaround for population‑scale genomics. Ultima positioned the UG200 Ultra for extreme throughput use cases and one‑day library‑to‑data runs. Both companies are marketing cost and speed advantages that target clinical sequencing, population genomics and AI‑driven discovery. The moves will intensify price and throughput competition across long‑ and short‑read markets and could compress sequencing margins while expanding adoption in cost‑sensitive clinical and population programs.