Full Breakdown
NVIDIA Discontinues Open Price Program, Leading to Expected GPU Price Increases
1/24/2026, 1:58:22 AM
End of the Open Price Program
Recent reports indicate that NVIDIA has ended its Open Price Program (OPP), a scheme designed to help board partners sell graphics cards at their Manufacturer's Suggested Retail Price (MSRP). This decision, highlighted by tech YouTuber Der8auer, suggests that consumers should anticipate significant price increases for the upcoming RTX 50 series GPUs. The OPP program previously provided financial incentives to manufacturers like ASUS, allowing them to offer some models at MSRP while receiving rebates from NVIDIA based on sales.
Implications for GPU Pricing
With the discontinuation of the OPP, the RTX 50 series GPUs are expected to be sold at prices significantly above MSRP. Der8auer notes that the removal of this program is likely a response to ongoing increases in memory costs, which have made it challenging for NVIDIA to maintain subsidies that support MSRP pricing. As a result, the RTX 5080 is now prioritized over the RTX 5070 Ti, which may see limited supply despite not being officially marked as end-of-life (EOL). The RTX 5080 is anticipated to be priced 1.5 to 2 times higher than its MSRP.
Market Response and Industry Trends
The shift in NVIDIA's strategy aligns with similar moves by AMD, which is also focusing on higher-margin products. AMD's RDNA 4 cards are expected to follow a comparable pricing strategy, emphasizing higher-capacity models like the Radeon RX 9060 XT 16 GB and RX 9070 XT. As both companies pivot towards more expensive offerings, consumers may face a challenging market landscape where affordable options become increasingly scarce.
Official Statements & Responses
While NVIDIA has not publicly confirmed the details surrounding the OPP's discontinuation, industry sources suggest that the decision is driven by the need to maximize profits amid rising production costs. ASUS has refuted claims regarding the EOL status of the RTX 5070 Ti, stating that certain media may have received incomplete information. The company maintains that it has no plans to cease production of these models.
Criticism & Opposition
Critics argue that the end of the OPP program could exacerbate the already high prices of GPUs, making it difficult for gamers to access affordable options. The ongoing memory crisis and NVIDIA's focus on higher-margin products have raised concerns about the long-term implications for consumers and the gaming market.
Conflicting Reports & Gaps
There are discrepancies regarding the status of the RTX 5070 Ti, with some sources claiming it is being discontinued while ASUS denies these assertions. Additionally, the exact reasons behind the cancellation of the OPP program remain unclear, as NVIDIA has not provided a detailed explanation.
Verbatim Quotes
- “Der8auer says that with the removal of the OPP program, gamers should expect “massive price increases” across all RTX 50 series GPUs.” — Der8auer, Tech YouTuber
- “Asus refuted this a few hours later, saying that “Certain media may have received incomplete information from an Asus PR representative regarding these products,” and that “Asus has no plans to stop selling these models.” — ASUS Representative
As the GPU market evolves, consumers and industry observers will need to monitor these developments closely to understand their impact on pricing and availability.
