NVIDIA Announces GeForce RTX 4090 ($1,599) and GeForce RTX 4080 16/12 GB ($1,199/$899) Graphics Cards: Up to 4X Faster, Powered by 3rd Gen RTX Arch...

This is hardly surprising.

I have a feeling that the AD103 and AD104 ended up performing much better than nvidia anticipated and initially was supposed to be the RTX 4070/Ti. So nvidia saw an opportunity to sell them at a much higher price. After all a $899 RTX4080 12GB doesn't sound that bad compared to the RTX 3080 @699 (specially with last year prices). Had it been branded as a 4070Ti they could top at maybe $699.

In the end, specs doesn't mean as much as performance. We'll have to wait till next month to know for sure.
 
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