VR-Zone

Following several recent leaks of Geforce GTX 400 series prices, Nvidia have responded, stating: "NVIDIA and our launch partners have not released pricing or pre-order information yet. Any Web sites claiming to be taking pre-orders should not be considered legitimate."

The price rumours pegged the Geforce GTX 470 at $499, with the GTX 480 rumours varying between $599 and $679.

While these prices could be considered realistic given the die size, low yields and manufacturing problems surrounding GF100, the rumoured pricing structure would leave the GTX 400 series woefully uncompetitive with the much cheaper HD 5800 series. In fact, the dual GPU HD 5970 would cost around the same as a GTX 480 - despite being a lot faster.

Of course, no one claims these price leaks to be anything more than rumours, but Nvidia seem determined to rebuke this specific rumour. At this stage, Nvidia has two options - sell the GTX 400 series at the rumoured prices, and rely on marketing muscle. Or, sell them at somewhat competitive prices, but incur a loss on every product sold. Some major miracle in process yields could see the prices drop to acceptable levels. The GTX 400 series is still at least 45 days away from any reasonable retail quantity, and anything can happen.

Reference: Techreport