I’m definitely here for Nvidia to drop the prices of the latest RTX 40 series graphics cards. We’ve already seen the green team cut costs for both the RTX 4090 (opens in a new tab) and RTX 4080 (opens in a new tab) in the UK and in Europe – apparently due to changing exchange rates – but now there are rumors that there could be an even wider correction on the RTX 4080 in the coming weeks.
And lord knows it needs it.
The rumors are trickling out of China (via TechRadar (opens in a new tab)) claims there will be a mid-December price adjustment, around the same time AMD launches the $899 RX 7900 XT and $999 RX 7900 XTX (opens in a new tab) card. But the two are not related. Apparently. And I would assume that has to come on top of the price cuts of the last few days.
The original MSRP in the UK and Europe was higher than the US dollar value, but finally it comes down to at least parity here in the land of Blighty. That means the RTX 4090 is now £1,599 and the RTX 4080 is £1,199 (opens in a new tab). That’s the new MSRP for the Founders Edition cards on the Nvidia online store, where both cards are sold out anyway.
However, that’s not the case for board partner cards if you look around the usual retail suspects, where you’ll find both GPUs in stock. If you are willing to pay. The RTX 4090 cards are still a spectacularly bad deal, with prices topping $3000 (opens in a new tab) some places, but the RTX 4080 is more readily available without having to go out to weird third-party stores and is much closer to MSRP.
In fact I found an RTX 4080 from Palit for under even the new £1200 (opens in a new tab) UK pricing.
According to boardchannels, the RTX 4080 will be price adjusted in mid-December. The source emphasized, however, that the price cut is not because of RDNA3, but for its own reasons. The price has been appropriately reduced to improve the price-perf ratio and stimulate sales.https://t.co/M0bXfHqDZI5 December 2022
Much has been made of this in the weeks since the GPU launched; the fact that the cards didn’t immediately disappear from sale never to be seen again outside of eBay resellers, which happened with literally every graphics card launch in the last couple of years. While you could argue that’s good news, and a sign of a robust supply chain keeping cards moving in and out of stock across the channel, it’s more likely a sign that things haven’t gone so well for second-tier Ada Lovelace GPU.
In fact, with Nvidia itself saying that “we’ve been under-shipping” (opens in a new tab) I’d be more inclined to say that a combination of under-delivered cards and there are still plenty of chips left in the channel to buy right now indicates that it’s not selling as well as hoped.
“We’ve been under-delivering games at this point,” says CFO Colette Kress at a recent technology conference, “so we can correct the inventory that’s out in the channel.”
Kress predicts that by the end of the fourth quarter it will stop doing so. “We’ll get to a point where there’s an equilibrium between sell-through and sell-in. And then we’ll probably get to where we’re going to sell-in to build the pipeline for our Ada launch and all the additional Ada products that we’ll see coming to market .”
The original MyDrivers (opens in a new tab) the story points out that the sources claim that any price cut will be about stimulating such sales and improving the price/performance ratio of the RTX 4080, and nothing to do with AMD’s competing RX 7900 series cards.
It would be very easy to see the mid-December Radeon GPU launch and any Nvidia price cuts as inextricably linked, and frankly, they have to be. But not necessarily linked because Nvidia needs to cut the price to compete with the new cards, more likely because they want to time any RTX 4080 announcement to spoil the AMD launch.
After all, history and recent rumors suggest you’d be lucky to get your hands on an RX 7900 XTX anytime this side of the new year. Some sources claim that there will be few RDNA 3 cards for sale, with IgorsLab (opens in a new tab) even suggests that third-party manufacturers are having driver issues with their cards, and some won’t even launch until 2023 anyway.
AMD cards you can’t buy will hardly factor into any decision Nvidia makes about price cuts beyond a chance to annoy the red team around the big relaunch.
Whatever happens with the AMD GPUs, Nvidia needs to cut the price of the RTX 4080. For me, it was at least $200 too much at launch, and with the “unlaunched” RTX 4080 (opens in a new tab) will likely appear in January as an RTX 4070 Ti (opens in a new tab), the actual launched RTX 4080 price/performance ratio is going to have a massive impact on what it can charge for that card. And on every card further down the stack as well.
How aggressive Nvidia might be in a potential price cut will be a big indicator of what we can expect from the rest of the Ada range in terms of cost, but it’s worth pointing out that these are pure rumors so far, with nothing concrete to back them up. them up. But hey, might be a nice Christmas present from Santa Huang: vaguely reasonable prices for an obnoxiously priced GPU.