Intense competitions get the best (for the consumers) and worst (for themselves) out of people. They use every trick in the book to gain an advantage over the other guy. The graphics card market is no different. When AMD announced Radeon 5700 and 5700 XT with its first MSRP, Nvidia announced its Super series graphics cards. This is a smart move from Nvidia who obviously had something up their sleeve. But had the same as they assured price drops at the time of launch.
AMD did bump the official NDA time ahead of 16 hours. Later, they updated it is MSRP, making it appear its a last-minute change:
- AMD Radeon RX 5700: US$ 349
- AMD Radeon RX 5700 XT: US$ 399
- AMD 50th Anniversary RX 5700 XT: US$ 449
The original MSRP was set to US$ 379 for Radeon RX 5700 and RX 5700 XT commanded an MSRP of US$ 449. The timing couldn’t have been better since Nvidia Super series lineup started shipping on the July 9th, with the RX Navi cards on the July 7th.
Scott Herkelman, the VP and GM of the AMD Radeon Business unit couldn’t help but make a joke out of the whole series of events- and I absolutely love it!
Scott Herkelman was in a live interview with Hot Hardware about its pricing response strategy towards Nvidia’s Super Series RTX cards.
“We started modelling different competitive scenarios,” says Herkelman, “their die size is quite big, and we knew what they could probably afford in terms of margins and pricing and what they were currently pricing their products at.”
“AMD made the appropriate move not only to deposition their Super series,” says Herkelman, “but also to log jam their 2060 and 2070. Because we knew that they’re having slower success, and we wanted to do a double Jebait.”
Whether it is really a jebait or a last-minute panic move, we’ll never know. It is funny if they spun the story to make a humours narrative. AMD is well known to cut its pricing to be competitive in the market at a drop of a hat. The effective catalyst this time was its performance, value and power consumption.