With AMD set to launch their new 1080p-focused Radeon RX 5600 XT next Tuesday, NVIDIA isn’t wasting any time in shifting their own position to prepare for AMD’s latest video card. Just in time for next week’s launch, the company and its partners have begun cutting the prices of their GeForce RTX 2060 cards. This includes NVIDIA’s own Founders Edition card as well, with the company cutting the price of that benchmark card to $299.

The timing, of course, is anything but coincidental. AMD’s Radeon RX 5600 XT announcement back at CES already revealed a significant portion of AMD’s hand, particularly that the card would launch at $279, and that the company is expecting the card to outperform NVIDIA’s GeForce GTX 1660 Ti, their own $279 card. Assuming AMD’s performance claims hold true, then NVIDIA would need to act; either the GTX 1660 Ti or RTX 2060 would need to come down in price for NVIDIA to maintain a competitive edge, and the latter is the direction NVIDIA has decided to take.

Even at $299, the RTX 2060 is not going to be a precise counter to the $279 RX 5600 XT. But the junior TU106 card packs more performance than the GTX 1660 Ti, as well as the complete Turing architecture feature set, making it the strongest hand NVIDIA can play. As always, we’ll see where things land on Tuesday for both AMD and NVIDIA, but it should make for an interesting fight.

On the whole, price adjustments for NVIDIA are quite rare. While prices of NVIDIA cards do tend to fall over time, the company seldom adjusts official pricing in any capacity. Even this week’s cuts aren’t wholly official; NVIDIA hasn’t announced a price cut so much as sent out a reminder that RTX 2060 cards can be found for $299. But regardless, where NVIDIA leads on pricing their board partners will follow, and EVGA, Gigabyte, and others have already begun releasing new cards and shifting the pricing of other cards to reach the new $299 level.

Q1 2020 GPU Pricing Comparison
Radeon RX 5700 $329  
  $299 GeForce RTX 2060
Radeon RX 5600 XT $279 GeForce GTX 1660 Ti
  $229 GeForce GTX 1660 Super
Radeon RX 5500 XT 8GB $199/$209 GeForce GTX 1660
Radeon RX 5500 XT 4GB $169/$159 GeForce GTX 1650 Super
  $149 GeForce GTX 1650
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  • Gastec - Tuesday, January 21, 2020 - link

    And a lot of faulty GDDR6 modules.
  • eek2121 - Thursday, January 16, 2020 - link

    If they indeed restarted 2070 production, I believe I have a pretty solid idea on NVIDIA's plans for 2020. I suspect sometime in Q4 of this year we'll see a 7nm refresh of the 2000 series, likely with improved RT performance. I do not expect to see the massive performance uplift that many seem to expect. We'll see some performance uplift if they drop to 7nm, but I expect the majority of 7nm to focus on RT cores. The 2000 series will then be price-adjusted to reflect the current 1000 series, and the 1000 series will EOL. I also expect NVIDIA to price cards a bit more carefully this time around.

    The next RTX series cards MAY arrive before Q4, but given the fact they are making changes this late in the game tells me that we are still a ways off from seeing a new product launch. There have also been zero leaks regarding a new NVIDIA card thus far. This tells me that we should expect things in Q4 at minimum, with 2021 being a possibility.
  • Yojimbo - Thursday, January 16, 2020 - link

    When in recent times has NVIDIA moved an already released architecture to an entirely new node? The only thing I can think of is them moving the TX1 SoC from 20 nm to 16 for the Switch revisions.

    Almost certainly something will come out this year. During 2020 we will mark 2 years since Turing was released. It is time for a new architecture. If anything comes out on 7 nm this year it will be a new architecture, not Turing.

    Regarding NVIDIA's prices, they didn't have any problems with them. They were priced high due to larger die sizes and expensive memory. When memory prices came down they strategically timed price reductions with AMD's releases. Sales of Turing have been good and NVIDIA's gaming revenue is high and has recovered from the post-crypto hangover.

    Turing's main focus was RT cores. You can expect an improvement in the performance of those cores, but the next generation focus will have significant shader enhancements.

    We have seen leaks/rumors about a launch of a new NVIDIA architecture in 2020. Why would we see any more than we have 6+ months in advance of the release? I don't know exactly when the first next-generation NVIDIA gaming card will come out, but I'd say June at the earliest, October at the latest.
  • poohbear - Thursday, January 16, 2020 - link

    huh? Ampere is expected this year, probably before the summer. Just google Ampere "release date" and you'll see.
  • Gastec - Tuesday, January 21, 2020 - link

    GeForce 10 series cards were released in May and June 2016.
    GeForce 20 series were released in September 2018
    GeForce 30 series might be released in June 2020 at Computex - the most optimistic scenario. The RTX 3080 willl have a MSRP(USD) of $899 but of course the partner cards, the good ones, will sell for $1000+
  • p1esk - Thursday, January 16, 2020 - link

    Where do you see 2060S for $369?
  • Beaver M. - Thursday, January 16, 2020 - link

    Still far too expensive.
    It should be $200 to 250.
    The 2070 should be $350 to 400.
    The 2080 should be $450 to 500.

    If they dont fix that next gen, the sales will be as bad as with Turing, if not worse.
  • xrror - Thursday, January 16, 2020 - link

    Especially since the 2060 is "RTX that's too slow to actually be used" - unless you truly enjoy gaming at 720p. But those eSports folks usually turn off all the eye candy for FPS anyway.
  • eek2121 - Thursday, January 16, 2020 - link

    IMO, that is because developers are pushing the RTX hardware too hard. AMD hardware will soon have RT hardware as well, but we don't yet know how it will perform. For now the RT functionality should be used sparingly. A subtle effect here or there vs ray tracing all the things.
  • TEAMSWITCHER - Thursday, January 16, 2020 - link

    This myth was debunked a year ago..

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