Nvidia has reportedly raised GPU prices by 20–30%, its third increase this year, as demand linked to the generative AI investment boom continues to strain hardware supply. The rise matters because it broadens the affordability pressure on PC buyers and could make upgrading or buying high-performance systems increasingly difficult.

Unlike Nvidia’s May increase, which reportedly focused on high-end models such as the RTX 5090 range, the latest change is expected to affect a wider selection of GPUs. Samsung is also expected to raise DRAM prices by about 20%, while Chinese retailers and online platforms are adjusting sales practices in anticipation of further increases; console prices have also risen amid wider component-cost pressures.