GPU manufacturers, including NVIDIA and AMD, are reportedly adjusting their production strategies and pricing structures for 2026. This significant shift comes in response to increasing memory chip costs and ongoing supply shortages.
The primary adjustments involve NVIDIA prioritizing lower-VRAM models for its RTX 50 series and implementing price increases across various GPU lines from multiple manufacturers. These changes are largely driven by the surging demand for memory from AI data centers, which has created a domino effect throughout the component supply chain.
NVIDIA Production Strategy and Supply Adjustments
NVIDIA is reportedly rebalancing its RTX 50 series graphics card production strategy for 2026. This adjustment involves a deliberate focus on manufacturing lower-VRAM models.
NVIDIA is prioritizing the production of RTX 5060 series models, specifically the RTX 5060 8 GB and RTX 5060 Ti 8 GB graphics cards.
This focus is directly attributed to current high memory chip prices, which significantly impact overall GPU manufacturing costs. The 8 GB models require fewer GDDR7 memory modules, making them more cost-effective to produce under present market conditions. This strategy aims to ensure a consistent supply to partners, with the RTX 5060 and RTX 5060 Ti 8 GB series identified as key sales drivers, particularly in the Chinese market.
Conversely, reports indicate a reduction in shipments for higher-end models, specifically the RTX 5070 Ti and RTX 5060 Ti 16 GB GPUs. Hardware Unboxed, an Australian YouTube channel, reported that ASUS, an add-in board (AIB) partner, informed them the RTX 5070 Ti is experiencing a supply shortage and has been placed into "end of life" status, with no further production planned. Australian retailers have also reported the RTX 5070 Ti as unavailable from partners and distributors, a situation expected to continue through at least Q1. ASUS also reportedly indicated it no longer plans to produce the RTX 5060 Ti 16GB.
NVIDIA issued a statement to multiple outlets, including Engadget and PCMag, affirming that "Demand for GeForce RTX GPUs is strong, and memory supply is constrained." The company stated it "continues to ship all GeForce SKUs and is working closely with its suppliers to maximize memory availability." NVIDIA did not specifically confirm or deny the reported discontinuation of the RTX 5070 Ti and RTX 5060 Ti 16 GB models.
In addition to focusing on current generation models, NVIDIA is reportedly exploring options to increase production of older GPUs, such as the RTX 3060 8 GB, and potentially re-introduce other older variants with updated technologies like DLSS support to address market demands.
Memory Supply Constraints and Market Impact
The current memory shortage, ongoing for several months, is largely attributed to high demand from AI data centers for high bandwidth memory (HBM). This increased demand has led memory manufacturers to shift production, resulting in elevated prices for various consumer components, including RAM kits, GPUs, and SSDs.
Micron Technology announced in December its intention to wind down its consumer-facing Crucial brand to focus on supplying components to the AI industry.
A rumor also suggested that NVIDIA might require its board partners to source memory independently, rather than providing both the GPU die and memory as historically done.
Zotac Korea has informed customers that both memory and GPU availability are expected to decline. The company stated that memory supply will be insufficient, GPU shipments will be reduced, and some graphics card models may become unavailable for extended periods. Zotac also claimed the cost of silicon supplied to board partners has increased, and that maintaining a stable supply chain may only be feasible for GPUs manufactured using Samsung's processes, primarily affecting remaining RTX 30-series models.
Pricing Trends
Current market observations indicate significant price increases for various GPU models.
-
NVIDIA RTX 50 Series: The RTX 5090, RTX 5080, and RTX 5070 Ti models are selling above their Manufacturer's Suggested Retail Price (MSRP) at retailers. The RTX 5090 has been observed selling for over $3,500, with some models exceeding $5,000, and its baseline price has reportedly increased by over 55%. The RTX 5080 has been difficult to find below $1,500. While the RTX 5070 Ti had an initial MSRP of $749, third-party vendors have been observed selling models for $1,249 or $1,499. The RTX 5060 Ti 16GB is frequently priced over $700.
-
Board Partner Price Hikes: According to reports, AIB partners like Asus and Gigabyte are planning to increase prices for RX 9000 and RTX 50-series graphics cards by up to 15% by the end of January, citing a shortage of NAND flash chips used by AI data centers. MSI has reportedly already implemented price increases on its latest-generation GPU models. The extent of these price increases is expected to vary by VRAM capacity, with models featuring 16GB or more VRAM potentially seeing a full 15% increase, while 8GB models could experience a 10% increase.
-
AMD Radeon GPUs: AMD is reportedly planning a second price increase for its Radeon GPUs in Q1 2026, following an initial price adjustment made by AMD and NVIDIA in January 2026. In January, most AMD brand manufacturers reportedly raised their cost prices for the majority of Radeon GPU models by approximately 5-10%. Further price increases are anticipated by some manufacturers starting in February or March 2026. The increase is attributed to rising memory costs, with AMD's strategy potentially aiming to align Radeon GPU prices more closely with equivalent NVIDIA models. The RX 9070 XT models appear to be unaffected, retailing around $750.
General price increases for various products, including GPUs, are anticipated to continue through 2026.
Specific Model Updates
A recent leak indicates that the NVIDIA RTX 5050 desktop GPU may receive a VRAM upgrade. The entry-level GPU is reportedly being remade with 3 GB GDDR7 modules, resulting in a rumored RTX 5050 9 GB configuration with 9 GB of VRAM on a 96-bit bus. This would represent an upgrade from the current 8 GB of GDDR6 video memory, which utilizes a 128-bit bus. Memory bandwidth is projected to remain approximately consistent or slightly increase with the adoption of faster GDDR7 modules. Other specifications for this rumored variant have not been disclosed.