NVIDIA Cancels the RTX 4080 12GB After Backlash

NVIDIA has announced that it is "unlaunching" the RTX 4080 12GB and will be releasing it under a different name in the future. We've also learned that the price will be lower, leading to hopefully less confusion and a better product stack.



TIMESTAMPS

00:00 - NVIDIA "Unlaunches" the RTX 4080 12GB
01:00 - The Basics
03:57 - Risk to Consumers of Faked 4080 12GB Cards
05:00 - NVIDIA Subsidizing Partners
06:00 - Here's What Happens Next
07:55 - Messy NVIDIA RTX 4070 & 4060 Stack
09:19 - Should the Community Move On?

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Host, Writing: Steve Burke
Video Editing: Mike Gaglione

[brianx]

How many times does NVIDIA need to prove that EVGA abandoned them for a reason?

[seanfitzmaurice]

The fact that now an 80 series GPUs MSRP is starting at $1199 is nuts tbh

[christopherjames]

Nvidia got caught trying to scam their own customers. They don't deserve any praise. They knew exactly what they were doing. Kudos to the people who called them out.

[rambow]

Pushing the ~$900 card back allows them to keep the 3090 TI, 3090, and 3080 TI prices up for a little longer too.

[ThisIsEssKah]

I think this is a testament to why we need journalism like yours. Informed consumers and constructive, thorough criticism by journalists, name a better duo.

[SilverKnight]

This sucks for the AIBs who, no doubt, have to make changes on their end to accommodate all of these cards being "unlaunched." EVGA got out at the right time, indeed.

[Bugattiboy]

Before this announcement we already knew they're going to make a 70 class card in addition to this not-80 class card so what I expect to happen is that it'll be rebranded as a 4070 Ti at some point down the line because they're still going to launch this silicon. They're not just gonna throw it out. They probably chose "unlaunch" because that sounds better to their marketing team than a formal delay.

[dil]

I'm shocked they actually backtracked this decision, but it's a good move. Calling that card the 4080 12GB is like calling an iPhone the "iPad 6 inch."

[tzuyd]

The more we learn about the 4000 launch the more We think about how EVGA knew more than they were letting on

[OrcCorp]

This is a good move by Nvidia, but lets not forget the pricing of the 4080. It's looking to be about 60-70% more powerful in rasterization than the 3080, but it costs double the msrp here in Europe (750€ VS 1500€). Not even double the performance with double the price! So they can change the lower end card naming as they want, but they are not here to do us any favors. I'd be willing to pay maybe 10-20% more for double the performance, but not 1500€ for a 4080 🤦🏻‍♂ Once again, let's hope AMD gives us something better.

[imakuniaw]

I like how Steeve calls out the 1030, but the 1060 was also in the same boat (albeit with less discrepancy).

[ghost_ship_supreme]

I’ve never seen someone UNLAUNCH a product like this before… let alone Nvidia!

[TheSlickmicks]

Nvidia in four weeks: We would like to introduce you to the RTX 4070 with 12gb for 889.99! Edited: Price lowered to respect GN's insight.

[adventtrooper]

An alternative is Nvidia have seen AMD benchmarks and realised they need the 4080/12 performance to be lower in their price ladder to compete. Making it the 4070/12 at a lower price point for the cost of some new boxes would make financial sense in this scenario.

[osirisgolad]

Unless they're planning to adjust the price by 50%, I'm still not interested when it does launch under a new name. Remember, they still tried to screw you like they always do. They just didn't get away with it this time, and that's not a reason to pat them on the back.

[dreammclackers]

I don't even want to give them any credit for this, they would have gone ahead had people not complained. Plus, the pricing on this series is absolutely insane.

[jasherfission]

I feel like this is a sign of how disconnected Nvidia's upper management and marketing is from reality right now

[Bkowp]

1 week later

Nvidia : "We are proud to announce the new RTX 4070 with 12gb!"

[sssssatori]

I'm worried that this might affect me even if I'm not buying rebranded 4080 or any 40 series card. Like partners will have to cover the loss somehow and it would be really annoying if they decide to distribute the extra cost across all of their products.

[kdawg]

We'll never know, but I like to believe there was one gutsy guy or gal at Nvidia that kept pushing this issue and didn't back down until the combination of bad press and their persistence broke through. That's just my headcanon, but I respect people who are willing to say NO in companies even to their bosses, so kudos to that person whether they exist or not. Try to be more like them if you can.