MSI Raises Liquid-Cooled RTX 4090 Pricing By $185 in Less Than a Week (Updated)

GeForce RTX 4090 Suprim Liquid X 24G
GeForce RTX 4090 Suprim Liquid X 24G (Image credit: MSI)

Update 10/19 04:49 PT:

It seems that MSI are admitting that the price increase was an error. In a statement given to TechPowerUp, MSI has claimed that "As a matter of fact, it was our negligence to mismatch the price. The price of RTX 4090 SUPRIM LIQUID X will remain at 1749.99 USD" We have checked MSI's store and can confirm that the price has returned to $1,749.99.

MSI has offered an apology and refund for anyone who purchased the card at the higher price.

MSI GeForce RTX 4090 SUPRIM LIQUID X 24G

(Image credit: MSI)

Original Article:

Not even a week has passed since the GeForce RTX 4090 launch, and MSI has reportedly raised the price of the brand's GeForce RTX 4090 Suprim Liquid X 24G. An eagle-eyed Redditor has spotted the liquid-cooled graphics card on MSI's online store for $1,934.99, roughly an 11% price hike.

Unlike the air-cooled competition, MSI's GeForce RTX 4090 Suprim Liquid X 24G sports a hybrid cooling solution, allowing the Ada graphics card to take up just two PCI slots. The cooling solution combines air and AIO liquid cooling to offer consumers the best of both worlds. Unexpectedly, the graphics card didn't carry a hefty premium. Instead, the GeForce RTX 4090 Suprim Liquid X 24G debuted at $1,749.99, just 9% over Nvidia's MSRP for the GeForce RTX 4090. As a result, MSI's over-engineered graphics card was a lot cheaper than other premium offerings from rivals.

For unknown reasons, MSI has increased the pricing from $1,749.99 to $1,934.99, so consumers will have to pay $185 more. Curiously, the new pricing isn't reflected in retailers yet. The GeForce RTX 4090 Suprim Liquid X 24G goes for $1,749.99 on Newegg (opens in new tab), Best Buy (opens in new tab), and Amazon (opens in new tab). Unsurprisingly, the graphics card is currently sold out at every retailer.

MSI's sudden decision to drive up the price of the GeForce RTX 4090 Suprim Liquid X 24G won't bode well with consumers. It's not like the original price tag didn't raise any alarms before. In addition, the graphics card had a questionably lower MSRP than the opposition. The MSI GeForce RTX 4090 Suprim X 24G retails for $1,700, so it was hard to believe that the liquid version would only carry a $50 premium. 

Even at the new price, the GeForce RTX 4090 Suprim Liquid X 24G is still cheaper than Asus' ROG Strix GeForce RTX 4090 OC Edition, which retails for a whopping $2,000. Moreover, there aren't many liquid-cooled GeForce RTX 4090 options on the market, so the GeForce RTX 4090 Suprim Liquid X 24G will sell despite the higher price tag. Call it a marketing tactic, or however you want to call it. Raising prices on a product that has been on the market for less than a week doesn't look good in anyone's book.

Zhiye Liu
RAM Reviewer and News Editor

Zhiye Liu is a Freelance News Writer at Tom’s Hardware US. Although he loves everything that’s hardware, he has a soft spot for CPUs, GPUs, and RAM.

  • TechieTwo
    Either the RTX-4090 chip supply is low or a lot of people are willing to pay the big bucks.
    Reply
  • Phaaze88
    Not too many want a four slot gpu in one place, so they'd rather split it in half - one half goes here, de udder haf goes dere... and it looks less blocky.
    Oh wait, that's one of the same reasons big air cpu coolers are frowned on.
    HUH.
    Reply
  • spentshells
    https://www.kitguru.net/components/graphic-cards/matthew-wilson/msi-responds-to-rtx-3080-scalping-controversy/
    Reply
  • Metal Messiah.
    This was actually a misunderstanding as told by MSI. They even responded and shared a statement with TechPowerUp (site link below).

    ""MSI is aware of an article from the forum regarding the raised price of RTX 4090 SUPRIM LIQUID X. As a matter of fact, it was our negligence to mismatch the price.
    The price of RTX 4090 SUPRIM LIQUID X will remain at 1749.99 USD, which is exactly the same price as we launched the product.

    MSI would like to apologize for this misunderstanding and if there happened to be any circumstances that anyone bought the card at The Official U.S Online Store of MSI with the wrong price, we will fully refund the extra charge of it.

    We would also like to express our appreciation to our customers as well as the reviewers that have always been supportive of us.""- MSI.

    MSI Raises Price of RTX 4090 SUPRIM Liquid X in a Week: Underpriced Just for Reviews? | TechPowerUp
    Reply
  • Math Geek
    a misunderstanding 🤣:ptdr:🤣:ptdr:

    they meant to say, "sorry folks noticed we jacked the price up further and they got mad about it. it was an accident, we swear...."
    Reply
  • Co BIY
    I was willing to just assume it was inflation. Similar price increases at my local grocery store every day.
    Reply
  • spongiemaster
    Math Geek said:
    a misunderstanding 🤣:ptdr:🤣:ptdr:

    they meant to say, "sorry folks noticed we jacked the price up further and they got mad about it. it was an accident, we swear...."
    You're being unfair to MSI here. It's pretty obvious this was an actual mistake. History tells us, that's not how this company operates. If they really were trying to jack up prices right after launch, they would give product to a subsidiary and tell them to sell the cards on Ebay like they did with 3080's a couple years ago.
    Reply