GPU Price Hikes in 2026: Is AI the Culprit?
January 2, 2026
Retailers have significantly increased the pricing of Nvidia GeForce RTX 5090 GPUs, with models now reaching close to double their original retail price. For example, the GeForce RTX 5090 Founders Edition remains priced at $1,999 / £1,799 / AU$4,039, but third-party versions are selling for as high as $4,000 across various retailers. This surge in prices appears to be directly influenced by the ongoing RAM crisis triggered by the AI demand boom.
The Role of RAM Shortages
Over the past few months, RAM kits have seen dramatic price increases, contributing to the spike in GPU prices since modern GPUs heavily rely on VRAM. The AI boom has driven up demand for RAM and related components, prompting retailers and private sellers to hike prices across the PC hardware market. For instance, on Best Buy, the Asus ROG Astral RTX 5090 is now listed at an eye-watering $3,610.78, nearly double its original MSRP, while AMD Radeon RX 9070 XT GPUs have similarly experienced price hikes, with the XFX Mercury Radeon RX 9070 XT OC Edition now costing $849.99—up from $599.
Are Nvidia and AMD Responsible?
Despite these skyrocketing prices, neither Nvidia nor AMD has officially announced price hikes to these extreme levels — yet. Speculation about Nvidia raising the RTX 5090's MSRP to $5,000 has surfaced, but there's no confirmation, and such an aggressive increase seems unlikely. Nonetheless, the indirect role of Nvidia in these price surges is evident, given its substantial involvement in AI development and deployment.
AI Boom Driving Hardware Costs
The core issue lies in the unparalleled rise of AI applications, which have increased demand for RAM and other components used in data centers and high-performance PCs. This demand has trickled down to the consumer market, escalating prices for PC hardware across the board. As AI continues to spread across industries, the cost of building a gaming PC—or even entering the PC gaming ecosystem—may become prohibitively expensive for all but the wealthiest enthusiasts.
Implications for PC Gaming and Consumers
The dependency on AI is making PC hardware more expensive, potentially creating a new normal where affordability becomes a barrier. For prospective builders, it's advisable to consider purchasing components sooner rather than later, as prices are likely to keep climbing. This situation poses a significant challenge for high-end gamers and newcomers alike, threatening to limit access to PC gaming for many.
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