Rumor: Asus & Gigabyte Set to Increase GPU Prices by 15%

AMD and Nvidia may not have announced any GPU price hikes yet, but their board partners might. NotebookCheck, citing a report out of Taiwan, says Asus and Gigabyte will raise prices on RX 9000 and RTX 50-series graphics cards by the end of January by up to 15%. Due to AI data center builders hogging NAND flash chips, everyone is struggling to get the memory they need, from system builders to industry giants like Apple and Samsung. MSI has reportedly already raised prices on its latest-generation models, and now it appears Gigabyte and Asus could follow suit. The report suggests that price increases will be tied to VRAM capacity, so those with 16GB or more will likely see the full 15% increase, while models with 8GB may see only a 10% increase. Although it was widely expected that most companies would raise the prices of products and devices that use memory in 2026, we haven't heard anything directly from AMD or Nvidia. NotebookCheck suggests this could be a way for major GPU manufacturers to avoid the bad press associated with price rises. They can claim that the recommended retail prices remain the same even as board partners raise their GPU prices. Recently, HardwareUnboxed claimed that the 16GB RTX 5070 Ti and 5060 Ti were effectively being discontinued, but Asus and Nvidia pushed back on that idea. The RTX 5070 Ti currently has a recommended retail price of $750, but we were hard-pressed to find one available for less than $1,000 on Newegg. The RTX 5060 Ti 16GB is listed at over $700 in many cases, too. The RX 9070 XT appears unaffected at present, with models still available for around $750. Prices for a range of products, including GPUs, are expected to continue rising throughout 2026. If you're looking to upgrade, we'd recommend doing so sooner rather than later.