ASUS Implements Notable Price Increases on High-End Graphics Cards
If you've been shopping for a high-end ASUS graphics card, prepare for some unwelcome news. ASUS appears to be the latest manufacturer to implement notable price increases on their high-end offerings, particularly in the GeForce RTX 5090 and Radeon RX 9070 product families. This is not a trivial adjustment. These are significant increases that can make already expensive GPUs even more unaffordable.
RTX 5090 Lineup Witnesses Massive Price Hikes
Let's discuss figures. The already exorbitant price of the ASUS RTX 5090 Astral OC, previously substantial, has increased further. Last month it was offered for around $3080 on ASUS's official channels. Now, that figure is approximately $3360. That's a price hike of $280 in one month. This is for the non-AIO cooled version. The top-of-the-line RTX 5090 Astral version is now priced at a staggering $3409.
Even the slightly more 'budget' TUF Gaming RTX 5090 OC model has not been exempt. It has a smaller price increase, around $10. However, this takes this card near the $3000 mark as well. These prices already far exceed the initial MSRPs suggested by NVIDIA. This is a troubling situation for those looking to buy.
Radeon RX 9070 Series Also Affected
It's not only NVIDIA cards experiencing price increases. ASUS's Radeon RX 9070 series is also seeing price inflation. The ASUS Prime Radeon RX 9070 XT OC, one of their relatively more entry-level cards in this lineup, now begins at a minimum of $719. If you consider the TUF Gaming RX 9070 XT OC, the price is $799.
To provide perspective, the Radeon RX 9070 XT launched with an MSRP of $599. Even the lesser Radeon RX 9070 is starting at $659 at ASUS now. This is higher than the MSRP of the more powerful XT variant. These price increases are pushing Radeon cards well beyond their initial target price points.
Why Are Prices Going Up?
ASUS has not officially remarked on these price increases. However, it aligns with an overall trend in the GPU market. Speculation suggests manufacturers are paying more for essential components like GPU chips and increasingly costly VRAM. Some also speculate vendors are taking advantage of low supply and high demand to inflate profit margins.
Impact on PC Builders
Collectively, this means building a high-end gaming PC is increasingly expensive. Shoppers face a market where prices are increasingly distant from MSRPs. This makes budgeting difficult and potentially places top-of-the-line performance further out of reach for most gamers and enthusiasts. The future stability of these pricing trends remains uncertain.
