The Nvidia RTX 50-series launch has been plagued by issues, and six weeks later, pricing and availability remain major concerns. Unfortunately, it’s not just scalpers driving up costs. Asus recently increased prices on several high-end graphics cards, pushing them significantly beyond MSRP.
Finding an Asus GPU at its manufacturer’s suggested retail price is nearly impossible on the Asus Store. This isn’t entirely unexpected, as Asus, a board partner for both Nvidia and AMD, produces customized versions of GPUs often featuring enhanced cooling or overclocking capabilities. While a premium is anticipated, AIBs typically offer some models at MSRP.
While a price premium is understandable, these ongoing price increases are concerning.
VideoCardz reported that Asus adjusted pricing for its RTX 5090 graphics cards. The flagship ROG Astral LC, a liquid-cooled card, remains at a staggering $3,410. However, the air-cooled model now costs $3,360, nearly matching the liquid-cooled version and a substantial $280 increase.
Prices for the RTX 5090 at Asus Store.
Asus also raised prices on its TUF models. The overclocked version now reaches $3,000, while the non-OC variant costs $2,760. These prices are a significant departure from the RTX 5090’s intended $1,999 MSRP.
Even more affordable GPUs haven’t escaped the price hikes. AMD’s RX 9070 XT is unavailable at MSRP, and Nvidia’s supposedly $550 card is now selling for $700 or more.
It’s a challenging time for PC gamers. While some RTX 5090 cards are listed for as much as $6,000 due to scalping, these instances are relatively rare. The combination of high demand and limited availability is driving sustained price increases. While a return to MSRP is possible, it seems unlikely in the near future.
