Upon launch, Nvidia’s RTX 50 series encountered significant challenges. Now, six weeks later, those issues persist, primarily revolving around pricing and availability. It’s not just scalpers inflating prices; Asus has recently increased the costs of several of its top graphics cards by several hundred dollars, completely disregarding the manufacturer suggested retail price (MSRP).
Whether you’re browsing the Asus Store or looking for specific GPUs, locating one that sells at MSRP is incredibly difficult. This isn’t necessarily surprising. Asus, as a partner for Nvidia and AMD, creates its own iterations of GPUs, which typically come with a higher price tag due to enhancements like better cooling systems and increased overclocking capabilities. While premium prices are expected, it’s reasonable to assume that add-in board manufacturers (AIBs) would still feature a selection of models at MSRP.
Though higher prices are somewhat anticipated, the ongoing price increases are concerning.
As reported by VideoCardz, Asus has adjusted the pricing for its RTX 5090 graphics cards. The flagship model, the ROG Astral LC, remains at its already exorbitant price of $3,410; this is the price for the liquid-cooled version. In comparison, the air-cooled variant has surged to $3,360, only slightly less than its liquid-cooled counterpart and a staggering $280 higher than before.
The prices for the TUF models have also increased, with the overclocked version now priced at $3,000, while the non-OC variant costs $2,760. These figures are significantly above the original MSRP of $1,999 for the RTX 5090 that was set back in January.
Lower-tier GPUs aren’t immune to these price hikes either. The AMD RX 9070 XT is unavailable at its MSRP, while Nvidia’s supposedly $550 model has climbed to $700 and even higher.
This is a challenging time for PC gamers. Some RTX 5090 cards are being listed for as much as $6,000, primarily due to scalper activities, though such prices are rare. The persistent lack of availability paired with the high demand for these new GPUs is pushing prices upward. While there is hope that they might someday return to MSRP, such a prospect doesn’t seem likely in the near future.
