updated 02:50 pm EDT, Thu July 3, 2008
NVIDIA to Cut GTX Prices
NVIDIA will soon cut prices for its GeForce GTX cards despite releasing the hardware less than three weeks ago, the company confirmed today. Although unwilling to provide specific details, company spokesmen Bryan Del Rizzo and Ken Brown say the company is "adjusting the prices" for the GTX 260 and 280 downwards from their respective $400 and $650 markers and should be more affordable by next week. The costs will vary by card manufacturer, many of whom produce overclocked or otherwise non-reference versions.
Unofficial sources at TGDaily point to the raw per-card price dropping by $30 for the GTX 260 and $90 for the GTX 280, though these prices aren't believed to translate exactly to price cuts end users will see. An average 260 model is planned to cost $360 for most companies, while the flagship 280 will be priced at $560.
Much of the pressure to reduce prices is claimed to stem not from NVIDIA but from its third-party manufacturers. Several unnamed companies have reportedly complained at having to charge more for their cards despite them performing only slightly better or equal to the less expensive Radeon HD 4850 and 4870, which top out at $299. The wide price gap has been high enough to threaten the existence of some of these firms, according to the report.
AMD is known to be planning its own response to the GTX and should release the Radeon HD 4870 X2 in August.