Graphics card manufacturers have recently hiked up their pricing for NVIDIA’s latest RTX 50 series cards to unprecedented levels for consumer cards. While sticker shock for a premium GPU is nothing really new to the PC enthusiast sector, case in point: NVIDIA RTX TITAN at $2,499 in 2018 (per TPU), is usually on the rarer side of the market as opposed to across the board pricing including models of a lower product stack. This time around, though, it seems as Dr. Peter Venkman once said, “No job is too big, No fee is too big.”
VideoCardz has reported that both MSI and ASUS have raised prices for various RTX 5080 and RTX 5090 models with the latter’s premium liquid-cooled card, the RTX 5090 ROG ASTRAL LC OC Edition having gone from an already hard-to-believe price of $3,099 to $3,409.99. Not to be left out, MSI has raised the cost of its RTX 5090 SUPRIM LIQUID SOC from $2,499 to $2,789. It’s also been reported that MSI is no longer offering any RTX 50 series card at NVIDIA’s MSRP while ASUS still lists one model, the ASUS PRIME GeForce RTX 5080 at its MSRP of $999. However, that product listing also denotes a $265 savings which could mean that it will go up at some point. On a side note, ASUS has begun listing RTX 5070 Ti models but currently without pricing.
Latest RTX 50 series pricing from ASUS and MSI:
Those looking at other brands for MSRP may not have much luck there, either, GIGABYTE only has one model still listed with its Windforce Overclocked Triple Fan RTX 5080/5090 cards. A quick look at Microcenter’s listings (1, 2) shows graphics card manufacturers PNY and Zotac have slightly tamer pricing, but neither is offering any models at MSRP. Graphics card manufacturers have previously stated that NVIDIA’s GeForce RTX 5080 MSRP is akin to “charity” rather than profit, but as is already being mentioned, raising prices a week after launch or announcements is not exactly an ethical strategy or a friendly consumer approach, but then again the word “con” is a part of consumer so perhaps therein lies the truth.
Discussion (17 replies)
Join Discussion →Love the last line of the article!
Could some of these increases be related to the tariffs that are being imposed as well? I know greed knows no limits, but it could be both.
I think its a possibility. For anyone not paying attention, and they didn't raise them again, it could make it seem like their were being nice if/when the tariffs kick in and the prices don't go up again.
I've pretty much made the decision that I'm going to hold off on upgrading this gen. I was looking forward to it but between limited supply/scalping dramas, and this, along with the 5090 being the same node (although some neat new features), it's all just too much.
For me it all depends on when 5090 availability happens. If I can walk into a microcenter and buy one by, say, June, I might still be in. If it takes a year for there to be availability, maybe I just buy the inevitable 5080ti
Plan B for me has always been a step back to something like this:
[URL unfurl="true"]https://www.newegg.com/asus-pg34wcdm-34-uwqhd-240-hz-rog-swift-oled-black/p/N82E16824281295[/URL]
Spend $2K+ for GPU or scale back for ~$800 and let my OC'd 4090 or OC'd 4080 SUPER hang on for a few more years.
I admit if I had a local option of walking into store to get a 5090 at MSRP, I'd probably feel different but there's no MC near me and the local BB is useless. That being said even a planned impulse buy isn't an option and will not pay these prices. The MSI liquid Suprim SOC was already questionable at $2499 but throwing another $250 on that is insane to me.
Why let scalpers have all the fun when they can scalp the cards themselves!
That's what I get out of it since tariffs have not been raised/enacted yet.
I agree. Greed follows greed.
Honestly if theres a market for scalpers when theres low inventory, then yeah raise those prices. I dont have to like it in order to understand it.
MSRP = Might Secure Record Profits
You know what I can't blame them for shifting prices on the highest end cards upward when the market shows it will bare the cost. I don't like it to be sure. Now though when they come down just not to original prices it'll look even better.
Seen a couple of 5090's turn up in local shops, mostly preorders, Asus Astral is going for well over 4.000€, if Nvidia could keep theirs in stock in Europe they would sell like hotcakes given they are half the price of the 3rd party ones.
Pretty sure the LC version of that is the one they jacked to over $3,400 here in the U.S.
Edit: Not that it matters since scalpers are selling for over $4K anyway.
I would put in a preorder when I am ready if it's guaranteed.
I was out at MSRP, but this is just "Grab the popcorn" level buttpooching here.
I just purchased 3 mayor appliances for half a 5090. I could probably play doom on 2 them.