Their flagship product is currently competing (and losing out of the box) with Nvidia's 3rd best product. Nvidia is literally doing whatever they want to with pricing.
HD7970GE was beating GTX680 since June 2012 by larger %s than GTX770 is beating HD7970GE by. All of a sudden GTX770 is "winning" by 2-5% but when GTX680 was getting beaten by 8-10%, the GTX680 was "trading blows" with the 7970GE. Also, look at BF4 alpha VRAM usage. This is a scary thought for a $400 GTX770 2GB for next gen titles coming down the pipeline in the next 12-18 months:
When PC gamers are willing to pay $450 for a GTX770 4GB, how is AMD 100% to blame for these high prices due to its supposed lack of competitiveness when NV's loyal customers are willing to pay $100-150 more for a card that's barely faster? AMD continues to provide class leading price/performance with 7950/7970/7970GE and yet NV isn't lowering prices. That tells me even if AMD released cards faster than NV, people would still buy NV products. :biggrin:
Imagine how much worse it will be at 20nm if the jumps AMD and Nvidia make over their existing architectures are similar to what each company did comparatively to their 40nm cards. Nvidia made noticeably bigger jumps in performance than AMD did.
Ya, but they are asking an arm and a leg for that.
GTX780 --> $650 - 1920x1080 4AA -
64% faster than GTX580
You are paying
$10.17 for each 1% increase over the 580
HD7970GE --> $350 - 1920x1080 4AA -
64% faster than HD6970
You are paying
$5.47 for each 1% increase over 6970
1080P 4AA
GTX780 ($650) - 117% - paying
86% more for 17% increase
GTX770 4GB ($450) - 102% - paying
29% more for 2% increase
GTX770 2GB ($400) - 102% - paying 14% more for 2% increase
HD7970GE ($350) - 100%
http://www.computerbase.de/artikel/grafikkarten/2013/nvidia-geforce-gtx-770-im-test/4/
Even if you take the higher ends of the range of GTX780 being 22-25% faster, it's still massively overpriced. Take 8-10% for the most overclocked 770s, and it's also still overpriced vs. the 7970GE.
NV will continue to price its products high not because of AMD but because consumers seem to not care about price/performance as was the case from 2008 to 2011. In that case, GPUs are becoming luxury products like headphones. NV seems to have finally figured this out and their pricing structure is no longer in-line with AMD's. They are now adding their own NV features/brand name/marketing premium and as long as consumers are paying, it's unreasonable to say that NV can do anything they want because of AMD. NV is doing it because consumers are placing more value on everything other than price/performance and NV was the first firm to capitalize on this. Now if AMD releases a card that's faster than 780, they won't price it at $499 either; just look at HD7990's price. Once NV tested the new $1000 price levels for 690/Titan and AMD went to $1000 with HD7990, game over for cheap GPU prices (i.e., HD4870 $299, HD5870/6970 $369). Higher wafer prices for lower nodes mean that at launch new generations won't be cheap any longer.
Keep in mind in the past when NV beat HD2900XT/3870/4870/5870/6970 with their large die flagships (476-530mm2 die chips), they didn't price them at $1000. NV finally tested the new $1000 price bracket and since consumers paid, what we are experiencing is the same thing that happened in the high-end headphone market. Consumers are nearly 100% to blame for this because they embraced these prices. We can point the finger at AMD/NV but we are the ones buying $500 mid-range cards and $1000 flagships. AMD/NV are loving this. Having said that, the cost of PC software is so much cheaper over time than console games, that even if prices of GPUs doubled, the cost of PC gaming long-term is still very competitive against console gaming over 7 years+ and hundreds of purchased games. This is probably why AMD/NV have been able to raise prices on hardware knowing that PC gamers understand that the total cost of ownership is hardware + software (PC) vs. hardware + software (console). I am just amazed it took this long for AMD/NV to realize this. HD4870/5870/6970 pricing was really the golden era of GPU prices.