Gigabyte hikes GPU prices up to 40% as DRAM crisis deepens

GIGABYTE has raised prices on its graphics cards by 20% to 40%, according to Tom's Hardware, which reported on August 4 that a Japanese distributor warned of the new increases taking effect this month. The hikes have forced at least one Japanese retailer to cancel pre-orders it can no longer fulfill at originally listed prices.tomshardware

A Third Wave of GPU Price Increases in 2026

The GIGABYTE GIGA-BYTE Technology Co., Ltd. increases come on the heels of NVIDIA ↘ 1.47% implementing its third GPU price hike of 2026, raising prices by 20% to 30% across its entire GeForce Blackwell lineup. Unlike earlier rounds that primarily hit flagship models, the latest adjustment extends to mid-range cards. Samsung's 20% increase in DRAM pricing was the stated trigger for NVIDIA's move, according to Taiwan's Economic Daily News.ghacks+1

AMD Advanced Micro Devices, Inc. ↘ 1.47% is also reportedly raising graphics card prices by at least 10% in August. Board partners including MSI and Colorful have already begun updating distributor pricing in China for the RTX 50-series. The cumulative effect has pushed some GPUs far above their original launch prices — Tom's Hardware noted the RTX 5070 Ti has climbed 20% above its launch MSRP.finance.yahoo+3

Memory Shortage Spills Into Consumer Electronics

The AI-driven DRAM crisis is no longer confined to GPUs. Apple ↘ 0.80% is now struggling to keep its MacBook Air in stock, with delivery estimates on the company's U.S. online store stretching four to six weeks, pushing some orders into September. Bloomberg's Mark Gurman reported that retail store sources say Apple is facing supply constraints more severe than any they can recall.techcrunch+1

The MacBook Air shortage follows similar supply issues with the Mac mini and Mac Studio, all stemming from AI data centers absorbing global memory supply. Apple reportedly raised MacBook Air prices by $200 in June but still cannot meet demand.macrumors+1

Root Cause: AI Devours the World's Memory

The crisis traces back to major South Korean memory manufacturers fulfilling only a fraction of orders as AI infrastructure buildouts consume available DRAM capacity. Prices for memory chips have surged nearly 200% since late 2024, with every available unit being funneled toward data center expansion. For PC gamers and mainstream consumers, the message is clear: relief is unlikely anytime soon.techpowerup+1