AMD is gearing up to launch its Radeon RX 7800XT and RX 7700XT graphics cards, setting the stage for a face-off with NVIDIA’s RTX 4070 and RTX 4060 Ti 16GB. The RTX 4060 Ti 16GB had raised eyebrows with its $499 launch price, drawing criticism for being overpriced. In response, AMD’s RX 7700XT, expected to retail at $449, promises superior performance and could pose a significant challenge to NVIDIA’s offering.
NVIDIA’s Price Cut Strategy to Counter AMD Threat
NVIDIA’s board partners are taking proactive steps to counter the impending threat from AMD. They are slashing prices on their RTX 4060 Ti 16GB models to $449 or lower, effectively undercutting the anticipated price of the RX 7700XT. Several prominent U.S. retailers have already adjusted their pricing:
- PNY GeForce RTX 4060 Ti 16GB Verto: Now available for a reduced price of $430.93 on Amazon.
- MSI GeForce RTX 4060 Ti 16GB Ventus 2X Black OC: Priced at $449.99 on Newegg.
- MSI GeForce RTX 4060 Ti 16GB Ventus 2X Black OC: Also listed at $449.99 on B&H.
- ASUS GeForce RTX 4060 Ti 16GB Dual OC: Available for $449.99 on Newegg.
While PNY has notably lowered its price to $431, representing a $69 decrease from the launch price, MSI and ASUS have opted for a $449 pricing strategy for their lowest-tier models, part of the Ventus and Dual series.
AMD’s Aggressive Pricing Strategy
AMD has clearly signaled its intent to compete aggressively in terms of pricing, particularly with its Navi 32 graphics cards, including the RX 7700XT. The company is closely monitoring market reactions to its pricing strategy. The price reductions observed for the RTX 4060 Ti 16GB suggest that AMD’s approach is already influencing NVIDIA’s pricing decisions. However, there has been no information regarding discounts for the RTX 4060 Ti 8GB or RTX 4070 models.
Holiday Season Showdown
As the holiday season approaches, competition between AMD and NVIDIA is expected to intensify, with pricing adjustments emerging as a key battleground. Both companies will be vying for consumer attention and market share during this critical sales period. The dynamics in the GPU market are evolving rapidly, driven by the need to stay competitive in the face of new product releases and shifting consumer preferences.
