Monday, March 17th 2025
ASUS Implements Another GeForce RTX 5090 Price Hike, PRIME RX 9070 XT "MSRP" Adjusted to $719
"Second wave" ASUS price hikes were documented online over the past weekend; affecting air-cooled premium ROG Astral and mid-tier TUF Gaming GeForce RTX 5090 models. Looking at the company's North American webshop, visitors noticed a freshly adjusted price for the ROG Astral GeForce RTX 5090 32 GB OC Edition—going from a previous level of $3079.99 up to $3359.99. Curiously, the asking price of a liquid-cooled sibling was not adjusted—remaining at a "first wave" point of $3409.99. The "cheapest" model—TUF Gaming GeForce RTX 5090 (non-OC)—experienced a $460 (representing 20%) price hike, bringing total cost of ownership up to $2759.99. As a reminder, NVIDIA's baseline MSRP guideline was $1999—as announced at CES 2025—but ROG Astral and TUF Gaming designs demand a premium or two for fancier feature sets. VideoCardz has fervently explored worrying market trends in the recent past; several of NVIDIA's big board partner players have jacked up asking prices for GeForce RTX 50-series graphics cards. Availability of stock is still a major sore point for potential buyers, who were not able to secure launch day wares. Despite a driving up of costs, the ASUS US webstore has absolutely zero stock of GeForce RTX 5090 SKUs—at the time of writing.
In addition, VideoCardz and other PC hardware media outlets noted price hikes affecting the manufacturer's stable of recently launched AMD Radeon RX 9070 Series TUF Gaming and PRIME models. In the absence of AMD-built (MBA) reference card designs, board partners were tasked with the providing of baseline "MSRP" conformant custom cards. The ASUS PRIME Radeon RX 9070 XT OC and RX 9070 OC Editions were readied as $599 and $549 options (respectively). Weekend sleuthing work put the spotlight on newly adjusted price points of $719.99 and $659.99 (respectively)—representing further cases of plain 20% elevations over baseline. AMD's debut batch of RDNA 4 cards was met with unprecedented demand earlier on in March, but secondary/tertiary stock shipments face unclear market conditions—Team Red GPU enthusiasts have (similarly) voiced their collective displeasure about elevated prices at retail. Mid-way through last week, the PC hardware community heard about ASUS leadership considering a new pricing strategy. The company is reportedly accelerating its manufacturing exodus from China.
Sources:
Resetera, VideoCardz, Wccftech
In addition, VideoCardz and other PC hardware media outlets noted price hikes affecting the manufacturer's stable of recently launched AMD Radeon RX 9070 Series TUF Gaming and PRIME models. In the absence of AMD-built (MBA) reference card designs, board partners were tasked with the providing of baseline "MSRP" conformant custom cards. The ASUS PRIME Radeon RX 9070 XT OC and RX 9070 OC Editions were readied as $599 and $549 options (respectively). Weekend sleuthing work put the spotlight on newly adjusted price points of $719.99 and $659.99 (respectively)—representing further cases of plain 20% elevations over baseline. AMD's debut batch of RDNA 4 cards was met with unprecedented demand earlier on in March, but secondary/tertiary stock shipments face unclear market conditions—Team Red GPU enthusiasts have (similarly) voiced their collective displeasure about elevated prices at retail. Mid-way through last week, the PC hardware community heard about ASUS leadership considering a new pricing strategy. The company is reportedly accelerating its manufacturing exodus from China.
26 Comments on ASUS Implements Another GeForce RTX 5090 Price Hike, PRIME RX 9070 XT "MSRP" Adjusted to $719
Nvidia has a stellar rise in revenue. Unprecedented in history, crypto surges were nothing compared to this. But not in Gaming - I thought they will divert a portion of their "Data center" revenue into "Gaming and AI PC" and show us how the growth is in all their segments - just like they did with Crypto revenue - it's illegal, of course, but comically cheap to breach, and they still haven't paid the fine they agreed on from latest cryptomadness.
But Nvidia was embarrassed of their crypto earnings. They're not embarrassed they are 100% committed to AI - in fact, if they would somehow try to limit their Data center output and cater to other sectors for whatever reasons, their shareholders would be outraged - you are deliberately not maximizing your profit?
So, Gaming is now just an afterthought. And if AI doesn't crash like Crypto did, or Nvidia doesn't loose it's crown of best AI accelerator maker, there will be no return to normal.