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| The RX 9070 and RX 9070 XT. |
If you’ve been planning a PC build or an upgrade recently, you’ve likely felt the sting. What started as a spike in DDR5 memory costs has snowballed into a full-blown tech industry-wide memory crisis, sending shockwaves through the entire component market. From SSDs to graphics cards, prices are under pressure, and experts warn that even power supplies and CPU coolers could see hikes next. For PC enthusiasts and everyday consumers alike, the dream of an affordable, high-performance system is becoming increasingly challenging.
In the midst of this perfect storm, one major player is publicly drawing a line in the sand. AMD has announced that a key corporate goal for 2026 is to keep its graphics card pricing as close to MSRP as possible, directly combating the inflationary forces gripping the industry.
The Ripple Effect of a Memory Shortage
The crisis isn't isolated. Modern PCs are a complex ecosystem, and memory is the lifeblood. GPUs (Graphics Processing Units) are particularly vulnerable, as they require high-speed GDDR memory to function. As the cost of this essential component climbs, it becomes exponentially harder for manufacturers to build cards that meet performance expectations without breaking the bank. This creates a domino effect: expensive memory leads to expensive GPUs, which leads to more expensive complete systems.
AMD’s Strategy: Partnerships and Proactive Planning
So how does AMD plan to hold the line? In a recent exclusive interview with Gizmodo, David McAfee, AMD’s Ryzen lead, outlined the company's two-pronged approach. The first hinges on deep-seated industry relationships. "We have very strategic partnerships over many, many years with all the DRAM manufacturers," McAfee explained. These long-term deals are designed to secure not only the necessary supply of memory but also to lock in more predictable, manageable pricing.
The second front involves close collaboration with its add-in board (AIB) partners, like ASUS, Sapphire, and XFX. AMD is actively working with these companies to align real-world shelf prices with the suggested manufacturer's retail price (MSRP). "We're doing everything we can to keep our graphics card pricing as close to MSRP as possible," McAfee stated in the Gizmodo interview.
A Cautious Outlook Amidst Partner Warnings
Despite AMD's confident stance, the reality on the ground is complex. McAfee himself acknowledged the uncertainty, noting that if memory prices continue their upward trajectory, it becomes "very, very difficult" for board partners to hit the right performance-to-price targets.
This caution is echoed by AMD's own partners. Just a few months ago, a representative from PowerColor, a major AMD board partner, advised Reddit users to consider buying graphics cards before the end of 2025, hinting at anticipated price increases. This starkly highlights the tension between corporate strategy and market forces.
The Bottom Line for PC Builders
For now, AMD is making a public and strategic commitment to affordability. This move could provide a crucial counterbalance in a market trending toward higher costs. However, the company’s ability to succeed depends heavily on the volatile memory market. If the shortage and pricing issues persist or worsen, even the best-laid plans could unravel.
The coming months will be a critical test. Will AMD's partnerships and planning be enough to shield consumers from the worst of the memory crisis? PC builders hoping for a bargain will be watching closely, wallet in hand.