NVIDIA is limiting the production of RTX 40 GPUs to prevent prices of the RTX 30 series from falling below the suggested retail price.

NVIDIA limite la production de GPU RTX 40 pour éviter que les prix de la série RTX 30 ne descendent en dessous du prix de vente conseillé.

Towards the end of the cryptocurrency boom, graphics card prices fell left and right. Today, however, it's difficult to find an RTX 30 series GPU at its MSRP. On Newegg, there is only one RTX 3080 sold at its retail price. All other listings are well above the $699 price tag. The Founders Edition retails for a whopping $1,290.

Likewise, the RTX 3070 Ti starts at $619, which is $20 more than its launch price. The RTX 3070 also only has one sale price, with other prices being $30-$70 above the sale price.

According to a report from DigiTimes, NVIDIA is yet to increase production of its “Ada Lovelace” series RTX 40 GPUs. Team Green's Outsourced Semiconductor Assembly and Test (OSAT) suppliers admitted to the outlet that the chipmaker is in no rush to increase production of its next-generation GPUs. This is likely due to the abundance of RTX 30 series graphics cards in distributor stocks.

Ironically, RTX 40 series graphics cards have already fallen below their suggested retail price as several variants of partner cards flood the market. NVIDIA has already released more than half of its Lovelace GPUs, and only the high-end Class 60 and Ti variants are pending. It's worth noting that most of AMD's Radeon RX 6000 series GPUs, including the RX 6950 XT, are at their lowest prices. In fact, even the recently launched RX 7000 series cards are cheaper than their MSRP.