Here is a card that started its existence badly. The 4070Ti was born in the wrong body, that of an RTX 4080. Aware of the obvious marketing mistake, Nvidia decided to change the card’s genre and make it a RTX 4070(Ti). But things are not simple and the economy takes over. With a range launched with a high price positioning, what other solution does Nvidia have to position this card that should be launched in the first days of 2023? Well, some leaks suggest that Nvidia will continue to shoot itself in the foot…
Ada Lovelace: a marketing accident?
Leaks about the price of the 4070Ti indicate that it would be positioned even more expensive than its 4080 12GB clone (initially scheduled at $899). This leads us to consider a price of 1200€ for a 4070Ti (don’t forget to specify “Founders Edition”). Despite the situation and the figures that seem to indicate a failure for the big RTX 40s, Nvidia has a chance to turn things around and show that it has understood the message by completely repositioning its range when launching this RTX 4070Ti… Obviously it won’t do that.
Obviously, a company can’t play with its prices and margins as easily as the customer would like. But if the “new” 4070Ti ends up being around 1200€, we think that Nvidia is running headlong into a wall. The opportunity exists to show that the greens are listening to the market and to reposition the whole range. Because by continuing on its original path, Nvidia is condemned to suffer the criticism with each release of an RTX 40. If we have a 4070Ti at 1200€ it seems impossible to see a 4060 at 300-400€.
Nvidia’s choice seems clear: lose a little on its margin after years of success or lose a lot in the near future? The answer should come at the beginning of January and honestly, even if we often criticize Nvidia, we all hope to be wrong and have a good surprise.