As of 2026, the market for high-end graphics processing units has seen a consistent increase in cost, with no immediate sign of a price drop before the release of new models. A prime example is the flagship offering from Nvidia, the RTX 5090, which now costs nearly three times its initial price from the January 2025 launch. Similarly, AMD's RX 9070 XT has not been spared, experiencing a significant rise in cost. Even major sales events like Black Friday or Prime Day have not brought back the kind of deep discounts that once made upgrading your system more affordable.
What explains the lack of price cuts?
The slow rollout of new GPU models is primarily due to the increasing cost of production. Manufacturers must now incorporate high-speed memory, particularly on cards that include a large amount of VRAM, which is becoming more expensive to produce. These rising manufacturing costs inevitably trickle down to consumers, making even older models like the RTX 5090 more costly over time. The RTX 5090 has seen a price surge of 114.5% since its initial release, making it the most significant increase for this generation of cards.
The root of this issue lies in the broader AI-driven demand for high-speed memory, which has caused the cost of VRAM to skyrocket. These cost pressures are particularly felt by both the chipmakers and their add-in-board (AIB) partners, who must absorb additional expenses. This situation has led to a situation where even older, mid-tier cards remain relatively stable in cost or experience small incremental increases due to ongoing manufacturing constraints.
AMD’s RX 9070 XT is also facing steep price increases
AMD's RX 9070 XT was once considered a strong value option, often retailing for several hundred dollars less than the Nvidia RTX 5070 Ti. Upon its initial release, it was priced at $599, but as of now, it carries a $719 price tag. This represents a 20% increase from its original cost. As a result, even cards that were initially more affordable are now following the same trend of rising costs as the top-tier models.
The RX 9070 XT had long been a go-to option for budget-conscious enthusiasts who wanted high-end performance without the premium prices of the RTX 5090. However, the increased costs of production and the broader market dynamics have changed the landscape. Previously, the RX 9070 XT held a steady $699 retail price, but recent changes have pushed the price upward, reflecting a broader trend of price increases that is affecting the whole market.
This price behavior reveals that rising costs are not confined to the highest-end models. Major sales events like Black Friday no longer offer the deep discounts that were once a highlight for budget-conscious buyers looking for a better deal on GPUs. Retailers have been reluctant to cut prices deeply, even during large sales events, which has led to a situation where even the best deals barely beat the original MSRP of the cards.
What are buyers supposed to do now?
For individuals planning to upgrade their systems, the primary challenge is coming to terms with the increased costs. Retailers track GPU prices weekly, and the trend is uniformly upward across all models. Lower-cost versions of the same cards tend to sell out quickly, which in turn drives prices higher as demand outpaces available supply.
Tom's Hardware advises potential buyers to look beyond just performance figures. Instead, it’s important to assess what additional benefits a GPU might bring to their specific needs. For example, does your system utilize ray tracing or frame generation features? How efficient are the video encoders and codecs for streaming or video capture? These features can make a substantial difference in how the GPU performs in real-world scenarios. Moreover, software support from both AMD and Nvidia plays a key role in the overall value proposition. Although Nvidia generally provides better support for cutting-edge features, this advantage usually comes with a higher price tag.
Given the current state of the market, potential buyers must also keep an eye on secondary features and how they align with their specific use cases. Cards with better support for streaming or video editing may provide more long-term value, especially for users in these niches.
While waiting for the next generation of GPUs could seem like a viable strategy, buyers must consider the risk of further price increases in the meantime. With no sign of new models until late 2027 or even 2028, those looking to upgrade may find themselves in a holding pattern. Therefore, careful evaluation of needs and features, combined with monitoring price trends, is essential for making a well-informed purchase decision in this current market.
