Nvidia’s GeForce RTX 5090 starts at $1,999 before you factor in upsells from the company’s partners or price increases driven by scalpers and/or genuine demand. It costs more than my entire gaming PC.
The new GPU is so expensive that you could build an entire well-specced gaming PC with Nvidia’s next-fastest GPU in it—the $999 RTX 5080, which we don’t have in hand yet—for the same money, or maybe even a little less with judicious component selection. It’s not the most expensive GPU that Nvidia has ever launched—2018’s $2,499 Titan RTX has it beat, and 2022’s RTX 3090 Ti also cost $2,000—but it’s safe to say it’s not really a GPU intended for the masses.
At least as far as gaming is concerned, the 5090 is the very definition of a halo product; it’s for people who demand the best and newest thing regardless of what it costs (the calculus is probably different for deep-pocketed people and companies who want to use them as some kind of generative AI accelerator). And on this front, at least, the 5090 is successful. It’s the newest and fastest GPU you can buy, and the competition is not particularly close. It’s also a showcase for DLSS Multi-Frame Generation, a new feature unique to the 50-series cards that Nvidia is leaning on heavily to make its new GPUs look better than they already are.