I wrote this a few weeks ago NVIDIA is considering pricing the NVIDIA RTX 4070 Ti at an MSRP of $899 and had informed AICs that this would be the preliminary introductory price. Multiple sources have informed us that they have received a last minute update from Big Green with what appears to be a pre-launch price drop and the NVIDIA RTX 4070 Ti’s current preliminary MSRP of $799.
NVIDIA is quietly informing AICs of a price drop for the 4070 Ti’s MSRP: tentative start at $799
NVIDIA likes to keep the prices of its GPUs under control before launch, and some AICs had already started taking orders at an MSRP of $899 from some of their distribution partners. However, they were informed today that the tentative start date is now $799 and the difference will be adjusted for existing orders. As we get closer to launch, this price point will likely remain (although that’s just my educated guess).
However, this excerpt from my original article still remains relevant (although the price probably won’t go up and rather go down if Jensen changes his mind again):
However, remember that Jensen is wearing the black leather jacket and we must all submit to her power. So he could very well snap his fingers and change the RRP at the very last moment if he wanted to. That’s why I’m continuing to mark this post as a rumor – as until the marketing and documentation is ready for launch, details like this are subject to change.
A big reason why NVIDIA may have had a change of heart may be due to the fact that the 25 percent GPU tariffs on 1.1. resumed and postponed by the US government by 9 months. This meant that if NVIDIA and AICs had kept their cards’ prices constant, their margins would have shrunk. They might still have taken the damage and passed on the savings from not picking up to the consumer.
– Usman Pirzada (@usmanpirzada) December 17, 2022
But of course, the biggest reason is probably the utterly lackluster traction of the NVIDIA RTX 4080, which, unlike its much more expensive sibling, the NVIDIA RTX 4090, has had serious trouble flying off shelves. The updated value proposition of NVIDIA’s RTX 40 series based on the value offered by the RTX 4090 is below:
|graphic card||FP32 TFLOPs||RRP||TFLOPs/$||Value (%)|
|Geforce RTX 4080||48.74||1199||0.04065||78.7%|
|Geforce RTX 4070 Ti||40.09||799||0.05017||97%|
As we can see, with this new MSRP, the RTX 4070 Ti is much closer to the value the TITAN offers from a TFLOPs/$ perspective and should allow the card to get close to the recently launched AMD Radeon RX 7000 series GPUs. Just weeks before launch, NVIDIA has decided to slash the price of its relatively mainstream entry, and more price cuts could be in the pipeline if the wearer of the black leather jacket sees fit. Should there be further price changes, I will inform you immediately.