AMD Vice President David McAfee confirmed in a series of interviews at CES 2026 that the company is doing everything possible to prevent prices for Radeon graphics cards from skyrocketing. While NVIDIA is reducing shipments and discontinuing models, AMD has chosen a strategy of "maximum position retention."
McAfee emphasized that AMD is "very closely monitoring" the DRAM market. Thanks to long-term strategic contracts with memory manufacturers, the company has been able to lock in chip volumes and prices, allowing them to maintain production of the RX 9000 series graphics cards.
AMD actively collaborates with brands such as Sapphire, PowerColor, and ASRock. The goal is to ensure that graphics cards reach store shelves at prices as close as possible to the recommended ones. However, McAfee acknowledged that "the math is getting more complicated" as component costs are rising faster than expected.