The graphics card market has been a rollercoaster of price fluctuations in recent years, and a new report suggests another twist in the tale. Rumors are circulating that Nvidia has increased pricing for its RTX 50-series GPUs for board partners and suppliers, potentially impacting the cost for consumers. While unconfirmed by Nvidia, the implications of this potential price hike warrant closer examination.
This isn’t about a sudden, official MSRP (manufacturer’s suggested retail price) increase, like the RTX 5090 jumping from $2,000 to $2,500. The reported increase is happening behind the scenes, affecting the cost for Nvidia’s partners. The initial report originated from Digitimes and was subsequently picked up by other tech outlets. Without official confirmation from Nvidia, it’s important to approach this news with caution. However, the potential impact on an already volatile GPU market is significant.
If the reports are true, the GPU market could be heading for even tougher times. Digitimes suggests Nvidia is allowing its partners to pass the increased costs on to consumers. This could mean higher retail prices, further squeezing PC gamers already grappling with inflated costs.
Export Controls and Tariffs: Contributing Factors
The report highlights two key factors driving these alleged price increases: export controls and tariffs. Nvidia’s high-end GPUs, such as the RTX 4090 and RTX 5090, are subject to export restrictions to China. This constraint intensifies global demand, pushing prices above MSRP. Digitimes notes that this demand has reportedly doubled the channel price for these cards, yet they continue to sell out, demonstrating the persistent demand despite the inflated cost.
The RTX 4090 and RTX 3090 sitting on a table side-by-side.
Nvidia has reportedly shifted some RTX 50-series production to TSMC’s Arizona plant to mitigate the impact of tariffs. However, these tariffs still contribute to the overall cost. Raising prices could be a strategy for Nvidia to offset these external pressures and maintain profitability.
RTX 5090: A 10% Price Hike?
Digitimes reports a potential 10% price increase for the RTX 5090, with server manufacturers possibly facing up to a 15% increase. It remains unclear whether all RTX 50-series models are affected, but the RTX 5090 seems to be the primary focus.
The Current GPU Landscape
The GPU market has been turbulent, with prices fluctuating significantly. While the RTX 40-series became more readily available at MSRP after the initial launch hype (except for the RTX 4090), the RTX 50-series has faced consistent price inflation. Even mainstream cards like the RTX 5060 Ti and AMD’s RX 9070 XT often sell above MSRP, with price hikes reaching $100-$300 for some AMD models. Even budget-friendly options like the Intel Arc B580 have seen price increases since launch.
The Impact on Consumers
If these rumored price increases materialize, the extent of the impact on consumers is uncertain. Given the already high prices, there’s hope that companies might absorb some of the cost increases. However, it’s equally possible that consumers will bear the brunt of these adjustments.
