Although we quietly hoped that Nvidia will start some price wars with its upcoming Geforce GTX 980 and the Geforce GTX 970 graphics cards, it appears that we will not see any reasonable prices from Nvidia. Judging from a new rumor, these two new graphics cards will be priced quite high, even close to Nvidia's already available GTX 780 Ti and the GTX 780 graphics cards.
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3DCenter.org, the rumored price for the upcoming GTX 980 is set at US $599, which is nearly the same price as the Geforce GTX 780 Ti, and pretty much the same price that Radeon R9 290X was launched. Since AMD dropped the price of the R9 290X down to US $449, rumored GTX 980 is definitely quite steep, but we will hold out until we see the official reviews.
The GTX 970 rumored price is set at a bit more reasonable US $399, but still quite close to the Geforce GTX 780. When it comes to AMD, the R9 290 also got a price cut and is currently selling for around US $350.
According to the same report, both the GTX 980 and the GTX 970 will eventually available in custom, non-reference designs, but the GTX 970 will have them from day one while the GTX 980 comes later.
Source:
3DCenter.org.