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We don’t typically run pipeline stories on video card price cuts, but then again most price cuts are gradual affairs that even the manufacturers themselves rarely draw attention to. However today we have a case where we’re looking at a far more substantial price cut on a far more substantial product: AMD's Radeon HD 7990.

For the launch of AMD’s frame pacing enhanced Catalyst 13.8 drivers earlier this month, AMD’s partners were able to get reference 7990 cards down to as low as $799. That was $200 below the 7990’s official list price and still $100 cheaper than it was earlier in July. That alone is a fairly stiff price cut for a product that only launched less than 3 months prior.

However after doing our weekly price checks and noticing that prices were lower still, after poking some contacts we’ve been told that AMD has since then enacted a further official price cut, which in turn has already pushed down prices even further. Officially the price on the 7990 is being reduced to $799, which is the price we already saw it at last week. But as is usually the case, AMD is quoting the MSRP rather than the price their partners are actually paying for 7990. By taking a hit on their own margins AMD’s partners could hit $799 before this week’s price cut, and now with this new price cut in effect those same partners have room to lower prices once again.

The end result is that while the official MSRP on the 7990 is $799, street prices are consistently lower; much lower in fact. PowerColor and XFX have their respective reference models down to $669 and $699 after rebates respectively, while HIS, Gigabyte, and VisionTek are all $749 and lower without rebates. This gives the 7990 an effective price cut of somewhere between $250 and $330 since its launch 3 months ago, and around $100 cheaper than it was just last week. $799 was already a good deal 7990 for the product, so it goes without saying that this puts the card in an even better position.

AMD for their part isn’t in the business of giving away hardware, so significant price cuts like this are both a boon for buyers and a concern for the company. The timing of the 7990 launch – a product that should have ideally been released months earlier as opposed to coming after the release of FCAT – was undeniably poor. Consequently when we see this large of a price cut this quickly it hints to AMD sitting on a lot of unsold inventory, possibly a consequence of that weak launch, but in the end that’s a matter for AMD and their partners.

Ultimately $669 is by no means cheap for a video card – we are after all still talking about a luxury class dual-GPU card – but it does represent a not so subtle shift in the market. At these prices 7990 is no longer directly competing with NVIDIA’s GTX Titan and GTX 690, but rather we’re now seeing the 7990 priced a stone’s throw away from NVIDIA's lower end GK110 based card, the GTX 780. The GTX 780 was itself something of a spoiler for the $1000 GTX Titan, so at these prices the 7990 serves much the same role.

More importantly however is that AMD now has a direct counter for what’s technically NVIDIA’s fastest consumer card, no longer leaving NVIDIA unchallenged there. We won’t wax on about the performance of the two cards, but with AMD’s frame pacing improvements in play the 7990 is very strong contender for this segment. The wildcard, as always, is going to be faith in whether AMD will be able to continue quickly delivering performance-consistent Crossfire profiles for new games, a never-ending challenge for dual-GPU products.

Summer 2013 GPU Pricing Comparison
AMD Price NVIDIA
  $1000 GeForce GTX Titan/GTX 690
AMD Radeon HD 7990 $700  
  $650 GeForce GTX 780
Radeon HD 7970 GHz Edition $400 GeForce GTX 770

 

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  • Ryan Smith - Wednesday, August 07, 2013 - link

    DD is the redirect service we subscribe to for generating affiliate links. Reply
  • JarredWalton - Wednesday, August 07, 2013 - link

    If you want additional information, Kristopher Kubiki (who started DailyTech several years back) helped to create DynamiteData. We used to have an in-house pricing engine, but it was being manually updated; now all of that happens automatically via DD. Reply
  • ervinshiznit - Wednesday, August 07, 2013 - link

    Well at least there is some actual benefit to the reader for the redirect. Reply
  • xTRICKYxx - Wednesday, August 07, 2013 - link

    Are you guys going to review the 7990 with 13.8? Reply
  • abrowne1993 - Wednesday, August 07, 2013 - link

    Now we need the 8000 series to come along and severely undercut the 700 series to put some pressure on Nvidia. I'm not in the market for a new card anytime soon, but I hate seeing the 780 at $650. Reply
  • abrowne1993 - Wednesday, August 07, 2013 - link

    Oops, I guess it's gonna be called the 9000 series, instead. Reply
  • landerf - Wednesday, August 07, 2013 - link

    If you had jumped on this yesterday the cut was a full $300 on nearly all models before the rebates. Now newegg is doing their usual price jacking for in demand items. Reply
  • Chaser - Wednesday, August 07, 2013 - link

    I ask this with sincerity and no cynicism, what is the practical use for a $799.00 GPU? Reply
  • Ryan Smith - Wednesday, August 07, 2013 - link

    2560x1440 at 60fps with everything cranked up. That or driving an Eyefinity setup (which is an even higher resolution). Reply
  • Chaser - Thursday, August 08, 2013 - link

    Eyefinity I can understand. But 2560x1440 on a single monitor? Wouldn't that make everything much smaller? Reply

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