A $4,429 order for a ROG Astral RTX 5090 is cancelled by Nvidia due to a 'late' price increase, with Asus blamed

NVIDIA has reportedly canceled an order for an Asus ROG Astral RTX 5090 graphics card priced at $4,429 due to a delayed price update, with Asus blamed for failing to notify the company in time. Althou... Read original →

The cancellation of the Asus order by NVIDIA reveals structural imbalances within the GPU supply chain. The AI-driven surge in demand has escalated component costs, while supply chain responsiveness lags, causing price dislocations. This incident highlights information gaps between upstream foundries and downstream retailers, especially amid U.S.-China tech rivalry, where pricing control is increasingly politicized. Asus’s failure to timely adjust prices signals inadequate market foresight and potential compliance risks. The event may trigger a wave of price hikes across retailers, increasing consumer pressure and forcing NVIDIA to tighten channel oversight. Over the next 12 months, sustained AI demand is likely to keep GPU prices elevated, pushing the industry toward vertical integration and regionalized sourcing strategies.