NVIDIA is raising the price of its consumer graphics cards for the third time in 2026. Sources familiar with the matter said the company plans to raise the price of its GPU by 20% to 30%. The reason is blamed on the continuing rise in the cost of DRAM.
Previous price hikes have hit high-end GPUs like the RTX 5090. However, a new report by Taiwan’s Economic Daily News suggests that the new hike will affect all graphics cards in NVIDIA’s lineup. “This price increase involves both GDDR7 video memory and the previous generation GDDR6 video memory,” wrote the outlet.
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According to the report, NVIDIA has already notified graphics card manufacturers of the proposed price adjustment. In the last year and a half, hundreds—and in some cases thousands—of dollars have been added to the price of NVIDIA GPUs. For example, the RTX 5090 launched at $1,999, but the price now hovers around $3,999–$ 4,500; the lower–tier cards like the RTX 5060 Ti have seen their price move from $379 to $569.
Although NVIDIA has yet to announce any graphics card price adjustment publicly, there is no smoke without fire. Additionally, any new price hike will likely not surprise anyone who has been paying attention to the increased investment in AI infrastructure blamed for the price hike in the first place.
AI data centers have continued to gobble available memory components from the market at a rate that outpaces supply. Based on the economic law of demand and supply, the moment demand exceeds supply, a price rise is inevitable. Unfortunately, consumers are the ones to bear the higher costs.
NVIDIA is one of the companies spearheading the AI era. The company’s DLSS technology is built around using AI to optimize games. The company’s CEO, Jensen Huang, recently called the AI doom conversation “complete nonsense”.
Do you think the price of GPUs will rise again before the end of the year? Share your thoughts in the comment box below.
