"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.