The graphics card market has been hit by a wave of shortages and price hikes, largely due to a substantial surge in memory prices. While both AMD and NVIDIA have pledged to uphold price stability, the reality on the ground tells a different story, with market prices creeping upwards. Channel distributors report that MSI has spearheaded a price increase for NVIDIA's RTX 50 series graphics cards, a move that is likely to be emulated by other manufacturers like ASUS and Gigabyte. The extent of the price hike varies depending on the memory capacity of the cards, with an overall uptick ranging from 10% to 15%. This increase is particularly pronounced for models boasting 16GB or more of memory. To mitigate cost pressures, NVIDIA has decided to terminate its MSRP program and has also scaled back production capacity for its mid-range graphics card models. In the meantime, NVIDIA is concentrating its efforts on boosting the supply of products with 8GB memory variants. On the other hand, AMD is giving priority to memory supply for its high-end offerings. Both companies are striving to optimize resource allocation and protect their operational interests in the face of mounting cost pressures.