Nvidia’s attempt to stabilize graphics card pricing may have just collapsed. A previously undisclosed program—likely the Open Price Program (OPP)—that incentivized partners to sell at least some GPUs at manufacturer-recommended prices has reportedly been canceled. The move, if confirmed, would remove one of the last barriers to the kind of price surges that have plagued the GPU market for years.
The shift comes as Nvidia faces a dual challenge: skyrocketing memory costs and an insatiable demand for AI-focused GPUs. Consumer cards, particularly those with lower memory configurations like the 16GB RTX 5060 Ti and 5070 Ti, are already scarce. Industry observers suggest Nvidia may now prioritize production of higher-end models, such as the RTX 5080, which could see a dramatic price jump—estimates place the increase at 40–50% before scalpers even factor in their markups.
For gamers and content creators, this could mean two things: either paying significantly more for GPUs or hunting for dwindling stock at inflated prices. The cancellation of the program removes a key tool Nvidia used to encourage partners to release cards at launch prices, even if only in limited quantities. Without it, the market may revert to the chaos of past years, where retail prices bear little resemblance to MSRP.
The RTX 5090 and 5070 Ti have already become nearly impossible to find at reasonable prices, with scalpers snapping up stock and reselling it for multiples of the original cost. If the 5080 follows suit, it could push entry-level and mid-range GPUs further out of reach, forcing buyers to either settle for older models or pay a premium for new hardware.
- RTX 5080 – Likely to see a 40–50% price increase, with supply shifting toward AI-focused production.
- RTX 5060 Ti – 16GB model may face production cuts or complete discontinuation.
- RTX 5070 Ti – Similarly at risk, with industry sources suggesting Nvidia may deprioritize 16GB consumer cards.
- RTX 5090 – Already scarce, with scalpers driving up secondary market prices.
This isn’t just about higher prices—it’s about availability. If Nvidia scales back production of 16GB cards, those looking for a balanced performance-to-cost ratio may find fewer options. The company has historically favored high-end models for data center and AI workloads, and consumer GPUs often take a backseat when profits elsewhere are higher.
For now, the only certainty is uncertainty. If the program is indeed gone, the next few months could see a scramble for whatever stock remains, with no guarantees on pricing. Gamers and creators accustomed to waiting for prices to stabilize may need to adjust their expectations—or their budgets.
