GPU prices are nearing 2.5 times their initial launch prices. Asus and Gigabyte have now officially confirmed a second price increase for 2026.
TL;DR: Asus and Gigabyte have increased prices on all their RTX 50 and AMD Radeon GPUs for the second time this year. The RTX 5090D V2 saw a price hike of $666, with one buyer's $4,429 order being canceled because Asus could no longer fulfill it at that price; the same card now costs $4,982.
Asus and Gigabyte have implemented price increases across their entire Nvidia RTX 50-series and AMD Radeon RX 9000 GPU ranges, marking the second price adjustment of the year. The biggest increase was for the RTX 5090D V2, which experienced an increase of $592 from Gigabyte and $666 from Asus. The RTX 5080 rose by $207 to $222, while the RTX 5070 Ti saw an increase of $222 to $252, and even the entry-level RTX 5060 Ti went up by $74 to $104. AMD’s Radeon RX 9070 XT also faced a price hike, increasing by $170 at Asus.
One canceled order exemplifies the situation. A customer ordered an Asus ROG Astral RTX 5090 for $4,429 through Nvidia's marketplace. Asus notified Nvidia that it could no longer provide the card at that price, resulting in the cancellation of the order. The same card is now listed for $4,982, almost 2.5 times the original Founders Edition price from Nvidia. Both companies had already increased prices in January, attributing the hikes to shortages in DRAM and NAND memory. This latest round confirms ongoing cost escalations.
The surge in AI demand is impacting the availability of economical smartphones by shifting memory production towards data centers, further driving up GPU prices at all levels. Even older models like the RTX 3050 and RTX 3060, which Nvidia reintroduced as budget options during the shortages, have seen increases of $44 and $141, respectively. When a manufacturer cancels an order because it can’t meet the price stated at the time of purchase, it highlights a significant breakdown in the supply chain.
Current GPU prices have been edging closer to double their launch prices. Apple has also raised prices for Macs and iPads globally due to the same memory shortages, impacting all product categories containing processors and memory. The ideal time to purchase a GPU was before the shortages began, and the next best time was yesterday. Prices are expected to rise further tomorrow.
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GPU prices are nearing 2.5 times their initial launch prices. Asus and Gigabyte have now officially confirmed a second price increase for 2026.
Asus and Gigabyte increased the prices of RTX 50-series cards by $96, bringing the cost to $666 each. A customer's order for an RTX 5090 priced at $4,429 was cancelled during the transaction. The reason behind this is the DRAM crisis.