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Just days before AMD's next-generation Radeon HD 6800-series graphics cards hit the market, Nvidia Corp. slashed pricing of its performance-mainstream and high-end graphics boards rather dramatically so to keep their sales going despite of potentially strong offerings by the arch-rival.

Starting this week, the suggested etail pricing (SEP) of Nvidia's popular graphics boards will be as follows:

  • GeForce GTX 460 768MB - $169.99
  • GeForce GTX 460 1GB - $199.99
  • GeForce GTX 470 1280MB - $259.99

The price decreases from Nvidia are quite dramatic to say at least since the graphics boards got $30 and $90 discounts, something completely unimaginable, which is very good for consumers in search for performance mainstream graphics cards.

Considering the fact that Nvidia's arch-rival AMD is about to refresh its performance-mainstream lineup of products, it is logical that the Santa Clara, California-based developer reduced pricing of its offerings. However, the price drop as high as $90 on a graphics card that is known to be expensive in manufacturing seems to be a very strange, if not desperate, move. Perhaps, this means that Nvidia is about to refresh its high-end lineup in several weeks from now and hence the GeForce GTX 470 model is not really needed.

According to estimates of Nvidia, the Radeon HD 6850 and the Radeon HD 6870 will cost $179 and $239, respectively. Therefore, after Nvidia's price drop Advanced Micro Devices's graphics business group may reconsider the cost of its current and future graphics boards.

Tags: Nvidia, Geforce, GF104, GF100, Radeon, ATI, AMD, Barts, Northern Islands


Comments currently: 10
Discussion started: 10/21/10 03:46:38 PM
Latest comment: 11/30/15 11:13:20 PM


If the 6870 is going to cost $239 (which I highly, highly doubt) nobody in their right mind would buy a GTX470 for $259.99.

Edit: I posted this before I learned that AMD changed their naming scheme. It makes perfect sense now.
0 0 [Posted by: aethm  | Date: 10/21/10 03:46:38 PM]

I think they're clearing stock of GTX 470 so they can launch the full GF104, which one would assume is slightly faster than 6870 and likely GTX470. Probably similar speed to 5870 while being more efficient per clock (granted with less clock headroom and worse power consumption). That part really should have launched ages ago, and likely didn't just because of GTX470 being in the channel. If nVIDIA waits until Cayman and AMD can offer a reasonable alternative with '6950', they will have truly missed their chance.

I wonder why anyone would doubt 6870 launching at $239? I think that's actually a bit high if GTX460 1GB's can achieve similar performance when overclocked and such pre-overclocked models are priced lower. $220 sounds much more reasonable to me.

$180 (179.99) sounds perfect for 6850.

No matter though. Supply/demand will work it all out. I expect the 6800 series to fall close to GTX460 prices (~$150/200) before too long. Be it because of competition between vendors, mass availability, the depletion of 5800 series stock, the squeeze on a full GF104 by Cayman causing a waterfall effect or powers unforeseen; it will happen.

It's very possible AMD is pricing these parts out the gate with the understanding prices will drop ~15% very quickly at e-tail, as they do with most other cards. If that's the case, they're both priced correctly.
0 0 [Posted by: turtle  | Date: 10/21/10 07:52:01 PM]

The green team, with red nightmares
0 0 [Posted by: Cosmos  | Date: 10/22/10 02:48:15 AM]

If I am not mistaken, the specifications for 68x0 series are not public yet. We have only seen pictures. Withought knowing the number of stream processors, die size and architecture, how can you judge the performance and price? If you have a link with specs, please share it.

You can expect pretty much anything from 68x0 series, although I do not see more stream cores, since the chip is already big for that process. Keeping the die small is the best way to keep your margins low and be more competitive. I expect architectual changes that will not yield big die changes and still give reasonable performance gains.

Concerning a new 470 chip. I hope it actually arrives to heat up competition even more. I really doubt it though unless TSMC 40nm yields have matured tremendously. The chips are so big, that defects will crop in, and you will need to disable certain parts to get a usable card (AMD does the same with 5850 and 5830 at the moment).

The problem I see with nVidia graphics cards, is that have put a lot of effort in GPGPU thus spend a lot of die area to optimise this sector. Thus I see AMD more competitive in pure graphics (price/performance) while nVidia more competitive in GPGPU. AMD has better theoretical numbers, but practically nVidia can reach their maximum on more workloads (haven't found a good comaprison yet, just a hunch). Maybe 68x0 will try to change this balance, who knows.
0 0 [Posted by:  | Date: 10/22/10 02:55:44 AM]

You know whats funny, now that the reviews are out, the GTX470 is way better than the 6870 and its only 20 bucks more. Alot of you thought Nvidia was scared, but its more like they were smart in doing this. Totally made this release sort of pointless from a performance standpoint.

I still like the AMD cards, for the money you get alot of performance and you can Crossfire them on most platforms whereas with Nvidia you need the X58 chipset or their own.
0 0 [Posted by: iLLz  | Date: 10/22/10 04:09:48 PM]


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