Nvidia is reportedly raising the official prices of all of its GPUs in an effort to "maintain stable profit performance" in the face of trade barriers and rising manufacturing costs. A new report is suggesting that Nvidia is facing "multiple crises" affecting its earnings and is already raising prices, with chips such as the Nvidia GeForce RTX 5090 seeing the biggest cost hikes, thanks to their popularity for AI workloads.
If you want to own the best graphics card from Nvidia, you are already expected to pay a hefty . Plus, with the demand for its latest RTX 5000 series cards, such as the RTX 5090, already so high, raising the MSRP for Nvidia cards will only snowball into even higher prices across the board, as board partners and retailers look to on any additional costs to gamers.
According to the report made from Digitimes Taiwan (and machine translated), Nvidia's CEO Jensen Huang has been trying to minimize the impact of a number of financial issues facing the company, including a $5.5 billion loss in a recent quarter due to a ban on shipping certain chips to China.
While Huang has been trying to mitigate the situation in both the US and China, the end result is that, according to "market sources" who've reportedly spoken to the site, Nvidia has already raised official prices for most of its GPUs and allowed its board partners to do the same. The report blames AI chip buyers as one of the likely causes, with the illicit demand from sources such as China causing the wholesale channel price of the RTX 5090 to double since launch, while other Nvidia GPUs have also seen channel price increases of 5-10% so far.
The company hasn't officially confirmed any price rises, but this news won't be particularly surprising for gamers if it turns out to be true. Ultimately, Nvidia's MSRPs have been mostly theoretical for gamers, with it being almost impossible to purchase the latest Nvidia GPUs in the US at the prices set by the company during its individual GPU launches.
Stock shortages, scalpers, and opportunistic retailers have all helped to boost the price, and while we have seen Nvidia GPU prices drop in the US lately from previous highs, seeing available stock at MSRP is still very much the exception.
Nvidia has already announced plans to boost its manufacturing capacity in the US, with both the company and semiconductor partner TSMC spending hundreds of billions to boost production stateside, but those investments aren't going to have an impact on its production capacity for several years.
Ultimately, if you've been waiting for the latest Nvidia GPUs to drop in price in the US before you take the plunge, you might be waiting a long time. If you're looking to avoid the hassle, you might find it easier to pick up a pre-built gaming PC with a top-spec card installed instead. Check out our best gaming PC guide for some options that suit all kinds of budgets.
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