AMD has committed to keeping its Radeon products, among the best graphics cards available, affordable for everyday consumers, not just for enthusiasts with deep pockets. As graphics card prices have already spiraled out of control due to the DRAM shortage, David McAfee, Vice President and General Manager of Ryzen and Radeon, told Gizmodo that the chipmaker aims to keep the price hikes within reasonable limits.
AMD has cultivated long-term relationships with DRAM suppliers to ensure consistent memory availability for its Radeon graphics cards, McAfee explained. While the chipmaker continues collaborating with AIC partners to maintain competitive pricing, sustaining these efforts amid the ongoing shortage remains unrealistic. Pricing for Nvidia's GeForce RTX 50-series (codename Blackwell) graphics cards has already gone through the roof, so the situation presents a potential opportunity for AMD. The chipmaker could gain some market share if it can keep price increases moderate, even though RDNA 4 doesn't have an answer for Nvidia's top-end models, such as the GeForce RTX 5080 and above.
