GPU Prices Skyrocket: How to Navigate the 2026 Market

The opportunity to upgrade to a new graphics card at MSRP has officially vanished. What began as a bleak but manageable market in early December has deteriorated into a landscape of inflated prices and scarcity. The shift was sudden, catching many PC builders off guard as the cost of popular models surged overnight.

This dramatic change stems from a confluence of factors, primarily driven by the ongoing AI boom and supply chain disruptions. The uncertainty has created a perfect storm, leaving consumers to navigate a market where recommended prices are now merely a suggestion rather than a reality.

For those currently sitting on older hardware, the advice is straightforward: patience is a virtue. However, for gamers whose current rigs are struggling to keep up with modern titles, strategic purchasing is the only path forward.

The catalyst for the recent price spike was a report from Hardware Unboxed, which stated that ASUS had stopped producing the RTX 5070 Ti and 5060 Ti 16GB due to memory shortages. The report suggested these cards had been placed into "end-of-life status," a claim initially confirmed by ASUS representatives before the company walked back the statement.

NVIDIA immediately disputed the production halt, emphasizing that demand for GeForce RTX GPUs remains strong while memory supply is constrained. A company spokesperson clarified the situation:

"Demand for GeForce RTX GPUs is strong, and memory supply is constrained. We continue to ship all GeForce SKUs and are working closely with our suppliers to maximize memory availability."

Following the initial confusion, ASUS released a follow-up statement noting that "certain media may have received incomplete information" and asserting they have "no plans to stop selling these models." Regardless of the production status, the market reaction was immediate and severe.

• Panic buying ensued immediately following the news.
• The RTX 5070 Ti saw its price skyrocket.
• Current market prices far exceed original recommendations.

The volatility has rendered the concept of a "fair" price nearly obsolete. The RTX 5070 Ti, which carries a manufacturer-suggested retail price of $749, is currently impossible to find at that level. The most affordable version available at the time of reporting was listed for $1,199—a markup of over 50%.

This specific model is not an outlier; it is representative of a broader trend affecting the entire industry. Comprehensive price tracking indicates that not a single GPU from AMD or NVIDIA can be purchased at its recommended price. The AI boom has created a ripple effect, constraining memory supply and driving up costs across the board.

The situation places PC builders in a difficult position. With prices detached from reality, purchasing decisions require careful consideration of value versus necessity. The market is currently defined by:

• Widespread stock shortages across major retailers.
• Significant markups on both high-end and mid-range cards.
• Uncertainty regarding future supply chain stability.

For those with functioning hardware, the recommendation is clear: stick with your current GPU. If your card handles your current gaming library adequately, waiting a year or two for the market to stabilize is the most financially sound decision. However, if an upgrade is unavoidable due to performance issues, the focus must shift to longevity.

When shopping in this inflated market, VRAM (Video RAM) capacity is the most critical specification. A card with insufficient memory will become obsolete much faster, making the investment a poor value over time. Experts recommend avoiding models with less than 12GB of VRAM unless you plan to play older titles on a 1080p monitor exclusively.

For those who must buy now, prioritizing cards with at least 16GB of VRAM ensures the hardware will remain viable for future game releases. This approach maximizes the lifespan of the purchase, offsetting the current high prices with extended utility.

Despite the chaotic pricing, certain models offer better value than others. For budget-conscious shoppers, the AMD Radeon RX 9060 XT 16GB stands out as the best entry-level option. While the 8GB version is more affordable, the 16GB variant offers significantly better longevity.

Those loyal to NVIDIA may consider the NVIDIA GeForce RTX 5070. While its 12GB of VRAM is on the lower end for long-term use, it is one of the few cards that hasn't seen extreme price gouging. It remains a viable option for users who prioritize NVIDIA's feature set over raw performance.

For higher-end builds, the AMD Radeon RX 9070 and RX 9070 XT provide excellent price-to-performance ratios, though they still command premiums over their MSRP. As you navigate retailers, tools like PCPartPicker are essential for tracking real-time pricing across multiple vendors.

• RX 9060 XT 16GB: Best budget-friendly option (approx. $400-$450).
• RTX 5070: Best NVIDIA option for feature-focused users (approx. $585-$650).
• RX 9070 XT: High-end cap for those avoiding extreme markups (approx. $720-$730).

The current GPU market is defined by volatility and inflated prices driven by AI demand and supply chain constraints. While reports of production halts were ultimately clarified, the resulting panic buying has permanently altered the pricing landscape for the foreseeable future.

Consumers are advised to approach purchases with caution. If an upgrade is necessary, prioritizing VRAM capacity over brand loyalty or raw speed is the smartest way to protect your investment. The days of finding flagship performance at standard prices are gone, at least for now.

Ultimately, the best strategy for most is to wait. The market will eventually correct itself as supply chains stabilize and production catches up with demand. Until then, careful research and patience are the most valuable tools for any PC builder.