The NVIDIA GeForce RTX 4090, once the flagship GPU of the RTX 40 "Ada" series, is experiencing a significant price hike and discontinuation just as NVIDIA prepares to launch its next-generation RTX 5090 graphics card. This shift has caught both consumers and retailers off guard, with prices almost double the original MSRP.

The RTX 4090 debuted nearly two years ago, offering substantial performance improvements over its predecessors, the RTX 3090 and 3090 Ti. As the product nears its end-of-life, it is expected that prices would decrease, but instead, the opposite is happening. As the RTX 5090 release approaches, the remaining stock of RTX 4090 cards has seen prices surge drastically. For example, retailers like Newegg and Amazon are listing models starting at $2,500, with some models now priced above $3,500.

B&H Photo and BestBuy have also confirmed that many models of the RTX 4090 are discontinued or "sold out." This points to a complete halt in production, with limited quantities available for sale. Retailers are now pushing the remaining stock at inflated prices, and it’s clear that the stock is becoming increasingly scarce. While these price hikes are not unusual for products being phased out, it’s rare to see the flagship model’s price climb to such an extent before the successor’s launch.

The situation is the same in markets outside the US, such as the UK and the EU. Prices are also climbing, and stock is being rapidly depleted. In fact, outside of a few remaining online retailers, the RTX 4090 is effectively unavailable in most markets. Once the RTX 5090 hits the shelves, retailers will likely focus their efforts on promoting the next-gen GPU, leaving the RTX 4090 in the rearview mirror.

The discontinuation of the RTX 4090 is part of NVIDIA’s broader strategy to clear out old stock before the release of new products. While previous trends saw discounts on older models to clear out inventory, the current strategy appears to be pushing up prices in anticipation of the next flagship GPU.

With the RTX 5090 expected to launch soon, demand for high-performance graphics cards remains strong. However, consumers looking to purchase the RTX 4090 may find themselves paying significantly higher prices as the remaining stock becomes more limited. Alternatively, used and refurbished versions may flood the market as gamers and professionals upgrade to the new generation.

NVIDIA’s decision to halt production of the RTX 4090 and the subsequent price hike reflect the ongoing shifts in the high-performance GPU market. While consumers may be disappointed by the steep prices, the arrival of the RTX 5090 could eventually bring down the cost of previous-generation cards like the RTX 4090, once the initial demand subsides.

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