The flagship GeForce RTX 5090 graphics card of the Blackwell generation appears to be on the verge of early production termination, according to a combination of recent indicators. Following a wave of rumors that NVIDIA CEO Jensen Huang is preparing to halt production of the model, indirect confirmation has emerged online: Reddit users recorded the complete disappearance of the RTX 5090 from the catalog of available GPUs in the official NVIDIA Marketplace. Meanwhile, archived snapshots of the page confirm that the model was previously consistently present there, making its sudden removal a notable and widely discussed event.
Disappearance from the Official Catalog
The key trigger for the new wave of reports was precisely the removal of the RTX 5090 card from the NVIDIA Marketplace. The community noticed that the model, which was previously listed among available graphics accelerators, is no longer displayed, while web archives record its stable presence on this page before. Such catalog changes by themselves do not constitute an official statement of discontinuation, but combined with other signals, they are perceived by the market as a strong indicator of a shift in company strategy.
Reason: Redirecting GB202 Chips to AI and RTX PRO
The event coincided with a stream of reports claiming that NVIDIA has allegedly halted production of the consumer model to redirect GB202 graphics processors to a more profitable segment — artificial intelligence accelerators and professional video cards of the RTX PRO 6000 tier, equipped with 96 GB of GDDR7 memory. According to sources, the abandonment of not only the RTX 5090 but also the Chinese modification RTX 5090 D v2 is being discussed, with remaining chips redirected to professional RTX PRO accelerators. The company has not officially confirmed this decision, so this information remains in the status of insider reports.
Market in Panic: Shortages and Price Surges
The backdrop for the rumors is created by acute shortages and anomalous retail price increases. In the Japanese market, according to local networks, the RTX 5090 is completely sold out, and before disappearing from sale, top modifications were offered for approximately $10,000; currently, it cannot be bought in regular Japanese retail, and prices on the secondary market are even higher. Top versions of the RTX 5080 have approached $2,500, while even the RTX 5060 Ti with 8 GB costs from $749, the RTX 5070 is around $900–1,200, and the RTX 5070 Ti ranges from $1,454 to $1,795. The picture is similar in the US: prices on Amazon range from $3,800 to $4,500, Best Buy has no cards at all, and Micro Center has only a few pieces left nationwide. Many NVIDIA partners have already expressed intentions to raise prices on related products.
What's Next: Possible RTX 5080 with 24 GB of Memory
Amid shortages and rumors, insiders point to a possible announcement of an updated GeForce RTX 5080 with 24 GB of memory in the first quarter of 2027. This model could become a new compromise flagship of the gaming lineup if NVIDIA truly reduces supplies of the top-tier RTX 5090. Thus, if insider information is confirmed, the supply of gaming flagships will continue to shrink, and the likelihood of new RTX 5090 deliveries will drop noticeably, redirecting buyers' attention toward solutions with more accessible memory capacities.
