ATI, graphics product group of Advanced Micro Devices, and Nvidia Corp., the world’s largest supplier of discrete graphics processing units (GPUs), reportedly plan to cut prices on discrete graphics cards for desktop personal computers in attempt to either boost or stabilize market shares.
A news-story from DigiTimes web-site claims that not only ATI plans to drop prices on its discrete desktop GPUs in a bid to boost its appropriate market share to 50%, but also Nvidia plans to decrease pricing of its graphics chips in order not to allow AMD/ATI to take away market share.
According to the web-site, Nvidia plans to reduce prices on its GeForce GTX 200-series graphics cards as well as on 9800 and 9600 families. It is unclear on which graphics cards ATI plans to drop the pricing.
The decrease of graphics boards pricing may negatively affect profit margins of GPU developers, however it will be positive for consumers. Increasing popularity of high-performance standalone graphics cards will also positive affect sales of video games developed for PCs.
ATI and Nvidia did not comment on the news-story.