AMD is doing just fine and growing its market share steadily. People tend to forget AMD has contracts for Microsoft's XBOX Series X, Steam Deck, Playstation 5, OneX Player, OneX Player 2 etc., on top of its CPU, GPU and Server business. AMD has always been the underdog in the CPU, GPU, Server business, and its been claimed 100s of times in the last 30+ years that AMD is going to go bankrupt. Yet here we are
That danger only
really existed between 2014 and 2016. I'm well aware that they own the console market but I'm also sure that their profit margins on the APUs used in Playstations and Xboxes are razor-thin. I'm not concerned that Radeon will cease to exist, I'm concerned that Radeon video cards will stop being available to PC gamers because there's no point in producing something if nobody wants to buy it.
GeForce cards have been historically bad value compared to Radeon for decades. But both companies are to blame for unnecessary price increases per gen.
Sure, but saying it that way creates a false equivalency. Do I think that both companies are to blame for the higher prices? To just say yes is overly-simplistic when the truth is far more nuanced and has more involved than just those two companies.
The #1 cause of increased video card prices is neither nVidia nor AMD. It is the mindless masses who are willing to pay exorbitant amounts of money because our Neo-Liberal Capitalist society has programmed consumerism into their brains. They are to blame because if they weren't willing to pay that kind of money, neither nVidia nor AMD could do a thing about it. Proof of this is how the RX 7900 XT, RTX 4080 and RTX 4080 Ti cards are gathering dust on store shelves. The fools with more money than brains (usually trust-fund babies) ONLY want the RTX 4090 and the people who want halo-level cards with good value only want the RX 7900 XTX.
Now, nVidia is the one who started with these astronomical prices so while I don't really blame either company, they are MORE to blame than AMD. However, it's hard to really blame nVidia because business is business and if the market will bear their higher prices, they'd be insane not to do it.
AMD is less guilty than nVidia but are by no means blameless because nobody held a gun to their heads and said "follow nVidia's lead". However, far too often and for far too long, this scenario has played out:
1.) A consumer wants to purchase a video card.
2.) A new GeForce line is released with insanely high prices.
3.) The consumer can't afford what nVidia is charging for their GeForce cards.
4.) A new Radeon line is released with far lower prices than their GeForce counterparts.
5.) GeForce cards get a price cut but they're still more expensive than Radeon cards.
6.) Despite being a worse value, the consumer still buys a GeForce card at the lower price that AMD forced.
7.) GeForce cards sell out at the prices that nVidia lowered them to even though they're still a bad value.
7.) Radeon cards only sell-out when put on sale despite being better values from the start while GeForce cards sell-out far faster.
Who can blame AMD for finally saying "screw it" and raising pricing their cards much closer to nVidia's initial offerings? - Not me.
The ultimate blame for our current situation lies with consumers because it is
they who are "the invisible hand" of any capitalist marketplace. If they can't control themselves, then "the invisible hand" becomes useless. This is what has happened here, plain and simple. AMD tried over and over again to appeal to the logical side of people's brains, the one that says "The more I can get for my money, the better." but consumerism has short-circuited that logical side. It's to the point now that AMD won't bother trying to undercut nVidia significantly because too many consumers have demonstrated over and over that it doesn't matter how cheap Radeon cards are, they'll just buy GeForce cards anyway. Since their previous tactic of trying to appeal to the consumer's rational side has failed, AMD's only other option is to do what they're now doing.
In any case, while I think Jensen Huang is a greedy snake, his greed is enabled by consumers buying his cards no matter what. Therefore, consumers have shown him that his greedy practices are the correct practices because consumers have become a bunch of self-centred and overly-entitled babies who stopped caring about corporate ethics long ago. We can't complain about the current video card market landscape because it is WE CONSUMERS who made it this way, nobody else. Remember that gaming at 4K is not, nor has it ever been, a NEED. The market has become greedy because the consumers have become greedy. Just think of the snowflakes who cry that anything less than 120fps at 4K with RT set to ultra makes gaming unbearable. Is it any wonder that we're where we are now?