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Since its launch in October 2022, the Nvidia RTX 4090 has been a reasonably accessible option for buyers with the required budget. However, the situation has been altering gradually. Previously, some models were available at or near the Manufacturer's Suggested Retail Price (MSRP). That trend seems to be changing. It has become increasingly difficult to find cards at MSRP, and it appears that only the more expensive options are available now. Exploring MSRP Availability At the outset, there were several options close to MSRP, including Nvidia's Founders Edition, which was a Best Buy exclusive. Recently, this specific model has become scarce. Tom's Hardware suggests that this is a recent phenomenon, which begs the question: What is happening with the supply of these GPUs? While you can still purchase an RTX 4090, if you are searching for one at MSRP, your choices seem to be limited at present. The only available option as of now is the PNY version at Best Buy. What Alternative Options Present Themselves? When you consider other platforms like Amazon and Newegg, finding a card at MSRP appears to be a challenging feat. The least costly options available are from brands like Galax and Gigabyte, with prices starting at $50 above MSRP. This situation effectively means that consumers are paying a premium of anywhere between $100 to $400 over the suggested price for this high-end GPU. The Link Between Production Focus and Availability We reported in August that Nvidia was shifting its focus towards the production of its AI accelerators, which yield higher margins. This shift seems to align with the current supply constraints surrounding the RTX 4090. By limiting the supply of these GPUs, Nvidia manages to maintain high prices while diverting vital resources from TSMC to its AI chips. The Absence of Competition and Its Impact Another crucial element worth considering is the lack of competition. The absence of competitors in this performance bracket may be contributing to the price hike. When demand outstrips supply and there are no alternatives, it naturally creates a seller's market, where higher prices can be commanded. Final Thoughts The price increase and scarcity of Nvidia RTX 4090 at MSRP is a multi-faceted issue. It appears to be influenced by Nvidia's strategic production choices and the lack of competition. While the true source of this price increase remains uncertain, what is clear is that the RTX 4090, once reasonably accessible at MSRP, has become a costly endeavor for consumers. Also Read:

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Rising Prices of Nvidia RTX 4090 Explained: Availability, MSRP, and Market Trends