TECH NEWS – Nvidia has reportedly shut down its open pricing program for manufacturers, meaning already expensive graphics cards are about to get even pricier.

When Asus informed HUB that Nvidia was discontinuing the GeForce RTX 5070 Ti, the company quickly denied the claim. However, multiple other signs have pointed toward a broader shift in Nvidia’s strategy for its RTX 5000 lineup, one that prioritizes higher-margin GPUs. Similar reports have surfaced regarding AMD’s approach to selling RDNA 4 cards, but one thing seems unavoidable: the latest generation of GPUs will cost far more than their recommended retail prices.

RTX 5000 GPUs are now unlikely to be available at MSRP, not only due to higher memory costs but also because Nvidia has discontinued its OPP (Open Price Program) for add-in-board partners. German YouTuber and overclocker Der8auer revealed that Nvidia suspended the OPP program just days ago. The initiative previously allowed AIBs to offer GPUs at recommended prices. With OPP gone, MSRP graphics cards may soon be a thing of the past.

As a result, gamers should brace for significant price hikes across the entire RTX 5000 range. Rumors about the discontinuation of the GeForce RTX 5070 Ti may be partially accurate. While the card has not officially reached end-of-life status, Nvidia is expected to prioritize production of the RTX 5080, which also features 16 GB of GDDR7 VRAM but delivers higher performance. This shift allows Nvidia to focus on the premium segment while boosting profit margins.

With the RTX 5080 now in the spotlight, its price is expected to rise even further in the near future. The GPU is already selling for 1.5 to 2 times its recommended retail price, while availability of the RTX 5070 Ti is likely to remain limited. Lower-end offerings will probably rely on 8 GB models, such as the RTX 5060 Ti 8 GB. AMD appears to be following a similar path, focusing more heavily on 16 GB GPUs like the Radeon RX 9060 XT 16 GB and RX 9070 XT, while shifting attention away from the RX 9060 XT 8 GB and RX 9070.

Forrás: WCCFTech