Alexander Lewis 
Mar 23, 2024
It has been reported that NVIDIA is gearing up for the launch of its upcoming GeForce RTX 50 "Blackwell" series in the gaming sector, and as part of this preparation, the company is expected to scale back the supply of its current GeForce RTX 40 "Ada" line significantly.
According to information obtained by Quasarzone through discussions with South Korean industry insiders, NVIDIA is briefing its partners on a planned decrease in shipments for the GeForce RTX 40 "Ada" GPUs. This move comes as NVIDIA gears up for the second half of the 2024 launch of its RTX 50 Blackwell GPUs.
Industry experts have indicated that the GeForce RTX 40 GPUs, which are based on the Ada Lovelace architecture, will witness a notable drop in shipments. This strategy is to manage inventory effectively and make space for the forthcoming next-gen gaming lineup. Meanwhile, NVIDIA plans to maintain current pricing for the RTX 40 series, and we might even observe ongoing price reductions, despite the popularity of some RTX 40 GPUs in the AI market.
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NVIDIA's strategy for profitability appears straightforward. The company is expected to recover some costs through its AI-focused tensor core products, including the H100, H200, and the forthcoming Blackwell B200/B100 GPUs.
The scaled-back supply of GeForce RTX 40 GPUs will enable NVIDIA to redirect its production resources towards H100 AI GPUs, which share the same TSMC 4N process node. Price declines for the GeForce RTX 40 Ada series are already observable in the Korean and APAC markets, with potential impacts in the US/EU markets in the coming months.
Regarding US pricing, the NVIDIA GeForce RTX 4090 GPU, previously priced above $2000 due to high demand, is now available for around $1800. This price is still above its $1599 MSRP but is on a downward trend, with expectations of reaching MSRP levels soon.
The RTX 4080 SUPER remains priced higher, but the rest of the lineup is at or below MSRP. The higher-end models, likely to be replaced first by the GeForce RTX 50 Blackwell series, are anticipated to see significant price drops.
