ASUS Keeps Raising GeForce RTX 5090 Prices, Radeon RX 9070 Above MSRP Too

ASUS Keeps Raising GeForce RTX 5090 Prices, Radeon RX 9070 Above MSRP Too

  • 17.03.2025 09:58
  • hothardware.com
  • Keywords: High GPU Prices, Market Shortages

ASUS has significantly increased prices for its GeForce RTX 5090 and Radeon RX 9070 graphics cards, marking up to $280 above MSRP. This trend reflects broader GPU price hikes, leaving consumers facing higher costs and limited availability, prompting some to consider alternative gaming options like consoles.

Nvidia ProductsNVDAsentiment_dissatisfiedCPTsentiment_neutral
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Estimated market influence

ASUS

Negativesentiment_dissatisfied
Analyst rating: N/A

ASUS is raising prices of their GPUs above MSRP, leading to higher costs for consumers.

NVIDIA

NVIDIA

Negativesentiment_dissatisfied
Analyst rating: Strong buy

NVIDIA's RTX 5090 has seen price increases due to factors like tariffs and low inventory, affecting consumer affordability.

AMD

AMD

Neutralsentiment_neutral
Analyst rating: Buy

While AMD's RX 9070 prices have increased, their CPU segment is successful, but GPU market dominance remains with NVIDIA.

Context

Business Insights and Market Implications Analysis

Market Trends

  • GPU Pricing Surge: ASUS has significantly increased prices for its NVIDIA GeForce RTX 5090 and AMD Radeon RX 9070 models above their respective MSRP.
    • RTX 5090 Prices:
      • ROG Astral LC: $3,409.99 (MSRP $1,999) → $1,410 markup.
      • ROG Astral Non-AIO: $3,359.99.
      • TUF Version: $2,999 (MSRP $1,999) → $1,000 markup.
    • RX 9070 Prices:
      • ASUS Prime RX 9070: $659.99 (MSRP $549) → $110 markup.
  • Supply Chain Issues: Low inventory and tariffs are driving price increases, with limited stock and "notify me" messages dominating sales channels.

Competitive Dynamics

  • NVIDIA vs AMD:
    • NVIDIA dominates the high-end GPU market, while AMD struggles to compete in the mid-range segment.
    • AMD's RX 9070 XT ($599 MSRP) is priced above $700 for third-party models, eroding its value proposition.
  • ASUS Pricing Strategy: ASUS is marking up its custom-branded GPUs by up to $280 over its own launch-day pricing, reflecting premium branding and limited supply.

Consumer Impact

  • Demand Shift: Higher GPU prices are pushing consumers toward alternatives like gaming consoles for better price-to-performance ratios.
  • Market Saturation: The premium pricing strategy may reduce demand for high-end GPUs, impacting both manufacturers and retailers.

Long-Term Effects & Regulatory Considerations

  • Potential Market Correction: Sustained high prices could lead to regulatory scrutiny or market correction as consumers seek alternatives.
  • Brand Loyalty Risks: Premium pricing risks alienating customers, potentially favoring competitors offering more competitive pricing strategies.

This analysis highlights the challenges in the GPU market, emphasizing supply chain pressures, competitive dynamics, and consumer sentiment shifts.