AMD focuses on RX 9070 XT to handle rising DRAM prices

AMD may prioritize sales of the Radeon RX 9070 XT over the non-XT version, as it's easier to adjust pricing on this model amid rising memory costs. The company appears to be facing the same challenges as NVIDIA: DRAM shortages are forcing GPU manufacturers to focus on higher-margin models to offset component price increases.

AMD is currently concentrating on the RX 9070 XT because it already commands a higher price due to better performance while maintaining the same 16GB memory capacity. The non-XT RX 9070 has already seen price reductions, making further price increases risky without potentially losing demand. Meanwhile, the RX 9070 XT has remained in the $650–$800 range, giving AMD more flexibility to absorb DRAM cost increases through this model.

The RDNA 4 lineup currently features three models with 16GB of GDDR6, which gives them an edge against competitors. However, persistent memory price increases make it difficult to sell high-memory graphics cards at previous prices. NVIDIA is reportedly adopting a similar strategy, potentially prioritizing RTX 50 models with 8GB of memory along with high-performance 16GB variants, while keeping less profitable options in the background.

As for the RX 9060 XT 16GB, AMD's current lineup lacks direct alternatives, which could make this card crucial for the mid-range segment. Despite promises from manufacturers about cost reductions, history shows that companies rarely miss opportunities to boost profits, especially when market conditions push them toward their most advantageous positions.