GPU prices are approaching 2.5x their launch cost. Asus and Gigabyte just made it official with a second 2026 price hike.

Asus and Gigabyte have raised prices across their entire Nvidia RTX 50-series and AMD Radeon RX 9000 GPU lineups, the second round of increases this year. The biggest hit lands on the RTX 5090D V2, which received channel price increases of $592 from Gigabyte and $666 from Asus. The RTX 5080 rose $207-$222, the RTX 5070 Ti went up $222-$252, and even the entry-level RTX 5060 Ti climbed $74-$104. AMD cards are not spared: the Radeon RX 9070 XT jumped $170 at Asus.

One cancelled order illustrates the market. A buyer placed a $4,429 order for an Asus ROG Astral RTX 5090 through Nvidia’s own marketplace. Asus told Nvidia it could no longer supply the card at that price, and the order was cancelled outright. The same card now lists at $4,982, nearly 2.5 times Nvidia’s original Founders Edition price. Both companies already raised prices in January, blaming the DRAM and NAND memory shortage. This second round confirms the costs are still climbing.

The AI boom is killing the cheap smartphone by diverting memory production to data centres, and the same shortage is now making GPUs unaffordable at every tier. Even legacy cards like the RTX 3050 and RTX 3060, which Nvidia reintroduced specifically to offer cheaper options during the crisis, received price increases of $44 and $141. When a manufacturer cancels a customer’s order because it cannot honour the price between placement and fulfilment, the supply chain is broken in real time.

GPU prices on this generation have been creeping toward double their launch cost. Apple already raised Mac and iPad prices globally due to the same memory shortage, and the pressure is now hitting every product category with a processor and memory inside it. The best time to buy a GPU was before the shortage started. The second-best time was yesterday. Tomorrow will be more expensive.