RTX 4090 price hike and supply limit reportedly on cards as NVIDIA aims to bolster RTX 40 SUPER value perception

Recent reports have alleged that NVIDIA might be gearing up to refresh the RTX 40 series of GPUs with the launch of new RTX 40 SUPER cards. The lineup which could include the RTX 4070 SUPER, the RTX 4070 Ti SUPER, and the RTX 4080 SUPER might come to the surface next year amidst reports of the RTX 50 Blackwell GPUs being pushed to 2025. Moore’s Law Is Dead has now confirmed that NVIDIA is indeed preparing new SUPER cards and is raising the RTX 4090 partner pricing to make the new boards look tempting.

One of MLID’s major AIB sources reported that NVIDIA is increasing RTX 4090 price for partners which might result in US$1,800 pricing for entry-level models and an eye-watering US$2,100+ for premium models. As a refresher, the RTX 4090 launched at an MSRP of US$1,600 but some premium AIB models can cost north of US$2,000.

Another AIB source mentioned to MLID that customers should “expect single-digit price increases on the RTX 4090 from here on out”.

The same sentiment was shared by a retail source. The source alleged that where the retailer used to get cheaper RTX 4090 models for US$1,500 to US$1,600, the base SKUs “had the pricing adjusted to ~$1,700” while the high-end cards now cost ~US$2,000.

A different retail insider suggested to MLID that NVIDIA had informed the retailer of no new RTX 4090 stock until the “Refresh” launches. 

The news of limited RTX 4090 stock is backed by a distributor who told MLID that NVIDIA won’t be resupplying cards to the distributor until the SUPER Refresh. So, in addition to the price hike enforced by Team Green on AIBs, we might also see stock shortages leading to further price movement.

So, why is NVIDIA reportedly limiting RTX 4090 supply and increasing prices? According to an MLID source, NVIDIA plans to make the SUPER GPUs look good in terms of pricing when compared to “recent norms” which could be the reason for the purported rate increases.

Interestingly, a different MLID source alleged that NVIDIA is going to use the China export ban as “an excuse to raise prices outside of Asia to be more in line with what’s going around China”. The source sees this move as a way of encouraging an average GPU price uptick in the holiday season. If true, this rate uptick would also paint the RTX 40 SUPER boards in a positive light.

To sum it all up, it appears that the RTX 4090 GPUs may soon become more expensive and limited in stock until NVIDIA launches the new RTX 40 SUPER boards. But, as is the case with all leaks, we can’t confirm anything until the things described by MLID actually start to happen. So, take the information with a dose of skepticism.

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