 |
| Radeon RX 9070 XT becomes priority for AMD partners as cheaper RX 9070 struggles to compete |
A sharp climb in memory costs is quietly redrawing the boundaries of the graphics card market. According to industry reports, AMD’s add-in-board (AIB) partners are increasingly prioritizing production of the higher-end Radeon RX 9070 XT over the standard RX 9070. This isn't a story of discontinuation, but one of strained economics: the vanilla 9070 has become significantly less profitable to build than its faster sibling.
The Core Issue: VRAM Costs Squeeze Mid-Range Margins
The heart of the problem lies in the shared VRAM configuration across three cards: the RX 9070, RX 9070 XT, and RX 9060 XT all utilize 16 GB of GDDR6 memory, typically implemented with eight memory chips per board. This places the RX 9070 in a difficult manufacturing position. Its bill of materials is nearly identical to that of the more powerful XT model, yet it must be sold at a lower price point due to its reduced performance.
For board partners, this dramatically narrows profit margins. With the RX 9070 XT carrying a Manufacturer's Suggested Retail Price (MSRP) of $599 and the RX 9070 at $549, the extra $50 of breathing room on the XT variant makes it a far more attractive product to produce and stock. Furthermore, the XT model has more inherent flexibility to absorb rising memory costs without an immediate need for a price hike.
Market Reality Reflects the Imbalance
Consumer behavior has validated this strategic shift from the outset. Following the cards' launch in March, the RX 9070 reached its MSRP in some regions faster than the XT model. However, its pricing—positioned just slightly below the superior XT—offered little incentive for buyers. As noted in a detailed market analysis, sales data indicated the RX 9070 was roughly one-tenth as popular as the RX 9070 XT from the very beginning.
This insight is supported by external reporting. As detailed in a recent industry breakdown at Prohardver, the RX 9070 has struggled to find its footing, becoming something of an "out-of-favor" model in the lineup due to these exact economic pressures.
What This Means for Gamers and the Lineup
Crucially, this production pivot does not mean the RX 9070 is being phased out. AMD's board partners may still manufacture it, but production priorities are clearly shifting to safeguard against pricing volatility as VRAM costs continue to climb. The goal is to minimize disruptive price increases across the board.
Meanwhile, the RX 9060 XT remains relatively insulated from this specific issue. Its lower overall price point and distinct role in the performance hierarchy provide it with a safer, more defined market position.
AMD has publicly stated its commitment to maintaining MSRP-level models. The company has reiterated to partners, both at the RDNA 4 architecture launch and more recently, that it encourages the availability of cards at suggested prices. Despite these assurances, real-world pricing and availability continue to drift, raising significant questions about the long-term viability of the RX 9070 as a cornerstone of AMD's GPU stack.
For now, the message from the supply chain is clear: in a market strained by memory costs, the most sensible card to build isn't always the one that gamers expected.