According to the Taiwanese publication Economic Daily News, NVIDIA is preparing to raise prices on consumer graphics cards for the third time since the beginning of 2026. This time, the price increase is said to be between 20% and 30% and will affect almost the entire GeForce lineup.
While previous increases mainly affected flagship models, including the GeForce RTX 5090, the price hike is now reportedly extending to more affordable solutions. Sources claim that NVIDIA has already notified graphics card manufacturers about the upcoming price adjustment.
One of the main reasons cited is the continued increase in DRAM memory prices. This refers not only to modern GDDR7, used in new models, but also to GDDR6, which is used in previous generation graphics cards.
Over the past year and a half, prices for graphics accelerators have already risen significantly. For example, the recommended price for the GeForce RTX 5090 at launch was $1999, but now individual versions are selling for $3999–$4500. The more affordable GeForce RTX 5060 Ti has also seen a noticeable price increase — from $379 to $569.
Experts attribute the memory price increase to the ongoing artificial intelligence boom and the construction of data centers. Large technology companies are actively buying components for AI infrastructure, causing demand to significantly exceed supply. As a result, component manufacturers raise prices, and the additional costs are ultimately passed on to consumers.
NVIDIA itself remains one of the main beneficiaries of the rapid development of the AI market. The company's CEO, Jensen Huang, has repeatedly spoken out in defense of artificial intelligence technologies, calling talk of the industry's "demise" unfounded and a negative attitude towards AI harmful to the industry.