ASUS continues to make notable adjustments to the pricing of its customized RTX 50 series and RX 9070 series graphics cards, as evidenced by recent updates on their official website.
ASUS Boosts RTX 5090 Astral OC MSRP by $280; RX 9070 Series Prices Rise
The trend of rising prices for the latest-generation graphics processing units (GPUs) is now abundantly clear. Graphics card manufacturers and retailers are frequently increasing rates, not just due to scalping but as a direct result of supply chain pressures and manufacturing costs. Both the GeForce RTX 50 and Radeon RX 9070 series have seen substantial hikes in price globally, rendering the originally announced manufacturer suggested retail prices (MSRPs) largely ineffective.
In recent reports, it emerged that the majority of cost increases can be traced back to the components themselves, particularly the GPU and video RAM. Interestingly, the profit margins on coolers and packaging remain minimal. Despite these insights, many leading brands, including ASUS, have consistently raised their prices beyond initial expectations, now reaching between 1.5 to 2 times their MSRPs.
For context, just last month, ASUS was listing its top-tier model at an astonishing $3, 409.00, a price that has persisted even as NVIDIA announced it had shipped double the amount of cards compared to the previous RTX 40 series. However, the ASUS GeForce RTX 5090 Astral OC (non-AIO version) has not escaped the price surge.
Initially priced at $3, 079.99 during the first week of February, the GPU’s cost has now escalated to $3, 359.99, marking a significant $280 increase within just one month. This price now stands approximately 1.68 times higher than its MSRP. Conversely, the TUF RTX 5090 OC edition has only seen a modest $10 increase, setting the retail price at $2, 999.99—roughly 1.5 times its MSRP.
Similar patterns are visible in the pricing of the Radeon RX 9070 series from ASUS. The Prime Radeon RX 9070 XT OC model starts at $719, while the TUF RX 9070 XT OC variant comes in at $799. For reference, this particular card launched at a price point of $599, indicating a troubling trend for consumers.
Even the base model, RX 9070, is priced starting at $659—significantly higher than the original RX 9070 XT MSRP, with an increase of approximately $110. This ongoing price escalation raises concerns about the overall affordability and accessibility of high-performance GPUs.
For further information, you can explore these resources: Videocardz, ASUS RTX 5090, and ASUS RX 9070.
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