Rumours have emerged that the Nvidia RTX 4060 Ti will be priced at $399, the same as the last-gen RTX 3060 Ti. This is a fair dip from the previously rumoured $450 price point and $200 below the RTX 4070’s MSRP. However, some argue that even $400 is too much for what is likely to be a low-level gaming GPU with limited graphics memory. Despite this, if the RTX 4060 Ti is priced at $399, it will be a positive sign that graphics card pricing is moving in the right direction.

Evidence of RTX 4070 Discounts in Several Markets

There is growing evidence that the RTX 4070 is being discounted in several markets, with UK-based Overclockers offering several options well below the local MSRP. Even a whole PC with an RTX 4070 can be purchased for just £1,150, which is a significant discount from the £2,000 price point a few months ago for a PC with an RTX 3080. Similarly, Alternate.de in Germany is selling the RTX 4070 for €599, below the local MSRP of €659. While some may argue that the RTX 4070 is still overpriced, everything is moving in the right direction.

Impact of Constant Complaints About High GPU Pricing

While complaints about high GPU pricing can get tiresome, they are having an impact. Megabuck graphics cards are becoming an outlier, and pricing has dominated discussions with the launch of every new Nvidia RTX 40-series GPU. Nvidia’s decision to “unlaunch” the RTX 4080 12GB and reposition it with the RTX 4070 Ti branding was a response to the negative reaction to its premium pricing strategy. With the negative PR surrounding the RTX 4070 and the possibility of supply restrictions, it will be interesting to see where Nvidia prices future RTX 40-series cards such as the RTX 4060 Ti and RTX 4060.

Future of Graphics Card Pricing

While the prices for future Nvidia RTX 40-series cards are not expected to be low, they will likely be lower than originally intended or hoped for by Nvidia. Constant complaints about high GPU pricing are having an impact, and the push back against the high pricing of the latest generation of GPUs from both AMD and Nvidia is working. It will take time to bring prices back to where they should be, but we are moving in the right direction. We don’t have to accept that PC gaming is only for the wealthy.

Hardware

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