"High memory prices and tariffs are killing the graphics card market"
The memory crisis and US tariffs are making graphics cards more expensive. Sales already dropped unusually at the end of 2025.
(Image: Andreas Wodrich / heise medien)
Nvidia, AMD, and Intel, or their partner manufacturers, sold fewer desktop graphics cards in the fourth quarter of 2025 than in the third quarter of 2025. This goes against the trend, as the end of the year usually strengthens business due to Christmas and the US holiday season.
According to an email announcement, Jon Peddie Research (JPR) estimates graphics card sales at just under 11.5 million units recently. This represents a decrease of 4.5 percent compared to the previous quarter (12 million). The market researcher attributes this to rising memory prices, which are also reflected in graphics cards. Additionally, US buyers are plagued by fluctuating tariffs imposed by their own government.
JPR therefore headlines, “High memory prices and tariffs are killing the graphics card market.” In 2026, the decline appears moderate at first glance. Market researchers expect a ten percent decrease. However, some graphics cards are likely to end up in AI workstations.
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Decline is just beginning
In the fourth quarter, price increases for desktop graphics cards were just beginning. In January and February 2026, the supply situation worsened again. Nvidia's top model, the GeForce RTX 5090, for example, is now only sporadically available for under 3300 Euros. In the summer of 2025, it was still under 2400 Euros.
Adding to the problem, Nvidia will apparently not introduce a new graphics card generation for desktop PCs until 2028. Those who have an RTX 5000 are unlikely to upgrade for now. Nvidia has recently increased its market share back to 94 percent. AMD now only has five percent, and Intel, as usual, one percent.
Compared to the same period last year, the graphics card market grew nominally at the end of 2025. However, this is only because sales in 2024 were unusually low. JPR reported 8.4 million units for the fourth quarter of 2024. Among other things, Nvidia's RTX 5000 graphics cards were delayed at the time, while the 4000 series became increasingly expensive in clearance sales.
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