ASUS unveils RTX 5090 prices with a 50% premium on some models

With NVIDIA’s RTX 5090 launch right around the corner, ASUS has officially revealed the pricing for its lineup of RTX 5090 graphics cards, and the numbers are eye-watering. The ROG Astral LC GeForce RTX 5090 OC Edition is set to launch at a staggering $3,099.99, a 50% markup over Nvidia’s Founders Edition MSRP. Even the standard ROG Astral RTX 5090 OC will set you back $2,799.99, while the more affordable TUF Gaming RTX 5090 OC sits at around $1,999-$2,499, still a massive increase over Nvidia’s base pricing.

This news comes to us from VideoCardz, who first reported on the announced prices. Interestingly enough, the range you see for the TUF is for the “official launch pricing”, so you can only get particular GPUs close to MSRP on launch.

Why are prices so high?

This isn’t a new trend, but it’s certainly one of the worst cases we’ve seen. While Nvidia sets an MSRP for its Founders Edition cards, board partners like ASUS tend to release overclocked and premium-cooled variants at inflated prices. Manufacturers justify these price hikes with better cooling, higher factory clocks, and extra features—but a 50% premium? That’s hard to swallow.

Here’s the list of every GPU and price that ASUS announced:

• ROG Astral LC GeForce RTX 5090 32GB GDDR7 OC Edition – $3,099.99 (USD)
• ROG Astral RTX 5090 32GB GDDR7 OC Edition – $2,799.99 (USD)
• TUF Gaming RTX 5090 32GB GDDR7 Graphics Cards – $2,499.99 (USD)
• TUF Gaming RTX 5090 32GB GDDR7 – $2,299.99 $1,999.99 (USD) [Special launch pricing]
• TUF Astral GeForce RTX 5080 16GB GDDR7 OC Edition – $1,949.99 (USD)
• TUF Gaming GeForce RTX 5080 16GB GDDR7 OC Edition – $1,349.99 (USD)
• ASUS Prime GeForce RTX 5080 16GB GDDR7 OC Edition – $1,159.99 (USD)
• ASUS Prime GeForce RTX 5080 16GB GDDR7 – $1,149.99 $999.99 (USD) [Special launch pricing]

Retailers also push prices higher, as board partners don’t always have strict control over the final sticker price. While launch-day prices may temporarily match MSRP, retailers often increase costs shortly after due to high demand and limited availability.

Founders Edition: The Only Real MSRP Option

The Founders Edition remains the best bet for anyone looking to get the RTX 5090 at its actual MSRP (assuming you can get one before scalpers and bots snap them up). NVIDIA’s direct sales and select retailers will carry these models at the expected launch price, but the stock will likely be extremely limited.

Final word $3,000 for a GPU?

With high-end GPUs already creeping into workstation pricing, a $3,000 price tag for a gaming card is pushing the limits of what’s reasonable. While ASUS cards may have superior cooling and factory tuning, a 40-50% markup on an already expensive product is absurd. If you’re in the market for an RTX 5090, securing a Founders Edition card should be your top priority; otherwise, you’re looking at a hefty premium for features that may not be worth the extra cost.