Nvidia Allegedly Reimburses Partners For RTX 4080 12GB Cancellation

New RTX 4070
(Image credit: Nvidia)

Earlier in the week, Nvidia dropped an Ada Lovelace family bombshell. It shared that it had decided to unlaunch the GeForce RTX 4080 12GB after widespread criticism of this SKU across a broad spectrum of media, social media, and tech forums. In essence, many folks thought the lower-specced RTX 4080 was too cut down to wear the name rightly. As well as the reduced memory quota given away by the product name, having a narrower memory bus and approx 25% fewer CUDA cores was too much for enthusiasts to swallow at this stage of the RTX40 rollout.

At this stage of a product family launch, Nvidia couldn’t change things up without material impacts on its partners. Thus it is interesting to hear about the costs partners will face in relabeling, reboxing, rebranding, and reflashing what appears to arrive as GeForce RTX 4080 12GB product. Getting new artwork ready, printing, cutting, and folding high-quality boxes isn’t cheap, and also adds to labor costs. Then the hardware might need new labels on the cooler or PCB, depending on what was printed. Last but not least, these GPUs will need to be reflashed with appropriately renamed BIOS, and supported by drivers recognizing them by their new names.

Gamers Nexus (opens in new tab) said that it had talked to contacts at two big AIBs and that Nvidia would shoulder some of the rebrand costs. With purportedly tight margins for AIBs, Nvidia will want to be generous in making up for its marketing gaffe, but it seems not to be covering costs 100%.

Gamers Nexus flagged a potential problem with skimping on physically rebranding the packaging/hardware. It reckoned some auction site users might be tempted to peel away stickers or other easy fixes to branding on packaging/hardware to make cash from novice buyers.

Swipe to scroll horizontally
Graphics CardRTX 4090RTX 4080 16GBRTX 4070 Ti?RTX 4070RTX 4060RTX 4050
ArchitectureAD102AD103AD104AD104?AD106?AD107?
Process TechnologyTSMC 4NTSMC 4NTSMC 4NTSMC 4NTSMC 4NTSMC 4N
Transistors (Billion)76.345.935.835.825?18?
Die size (mm^2)608.4378.6294.5294.5225?175?
SMs / CUs / Xe-Cores128766050?32?24?
GPU Cores (Shaders)16384972876806400?4096?3072?
Tensor Cores512304240200?128?96?
Ray Tracing "Cores"128766050?32?24?
Boost Clock (MHz)2520250526102600?2600?2600?
VRAM Speed (Gbps)2122.42118?18?18?
VRAM (GB)24161212?8?8?
VRAM Bus Width384256192192?128?64?
L2 Cache72644836?32?16?
ROPs1761128080?48?32?
TMUs512304240200?128?96?
TFLOPS FP32 (Boost)82.648.740.133.3?21.3?16.0?
TFLOPS FP16 (FP8)661 (1321)390 (780)321 (641)266 (532)?170 (341)?128 (256)?
Bandwidth (GBps)1008717504360?288?144?
TDP (watts)450320285220?160?125?
Launch DateOct 2022Nov 2022CES 2023?~Jan 2023?~Apr 2023?~Aug 2023?
Launch Price$1,599$1,199$799?$599?$449?$299?

Elsewhere in the Gamers Nexus video, the YouTuber claimed that there is no new name for these rebranded graphics cards yet set in stone. However, it understands from conversations with industry players the new name will probably be RTX 4070 or possibly RTX 4070 Ti. Pricing will get a lower-tier flavor too, but by how much, we aren’t sure.

There is hope that Nvidia won’t implement any further spec cuts with the renamed product, via the new BIOS, for example, as that would see goodwill gained from the zapping of the RTX 4080 12GB SKU evaporate.

(Image credit: Nvidia)

Of course, the Nvidia GeForce RTX 4080 being renamed as an RTX 4070 card has a knock-on effect on GPUs lower down the performance ladder – what will happen to the original RTX 4070? What will happen to the RTX 4060 Ti? Many questions have been raised about the Ada Lovelace family’s shape once it is fully crystallized.

According to the video report, Nvidia’s ‘unlaunched’ product, formerly known as the RTX 4080 12GB, will be launched at CES-ish. Only then might we know its pricing and whether there have been any hardware / BIOS adjustments. Since it is a few months away, let’s hope that any CES show will also share information about what could be the best-selling RTX 4060 tier.

The Nvidia GeForce RTX 4090 is already launched and is generally available. Nvidia is scheduled to release the $1,199 RTX 4080 16GB in November. As mentioned above, the ‘unlaunched’ product, also initially planned for November, is now looking likely for a CES 2023 launch.

Mark Tyson
Freelance News Writer

Mark Tyson is a Freelance News Writer at Tom's Hardware US. He enjoys covering the full breadth of PC tech; from business and semiconductor design to products approaching the edge of reason.

  • Heat_Fan89
    As Gamers Nexus said, perhaps EVGA got out at the right time and probably knew about the 4080 marketing misstep and wanted NO part of it. I'm at the point where I no longer trust Nvidia and my next card will be from AMD.
    Reply
  • Sleepy_Hollowed
    Heat_Fan89 is correct, this is wild stuff and with them abandoning the previous gen cards for their own tech is insane, I’m done with team green.
    Reply
  • Alvar "Miles" Udell
    I'm not sure too many cards will have been affected. A month away from release and likely supplied in low quantities if the 4090 was anything to go by, there's not too many already built, and I imagine most manufacturers would have been smart enough to see something like this coming anyway. The boxes will likely be recycled to the 16GB version with a sticker covering the memory and specs, shrouds moved to the 16GB version as there would likely have been zero difference in size and style between the two, so overall this will cause little in the way of actual loss, but the projected loss, if nVidia lowers prices on it (doubtful, but AMD will decide that) is the biggest thing.
    Reply
  • ern88
    Yup, all they will do is change to naming in BIOS to the RTX 4070 or 4070 Ti. Change the name plate on the cards. And re-box them.
    Reply
  • spongiemaster
    Heat_Fan89 said:
    As Gamers Nexus said, perhaps EVGA got out at the right time and probably knew about the 4080 marketing misstep and wanted NO part of it. I'm at the point where I no longer trust Nvidia and my next card will be from AMD.
    GN made that comment in reference to how good the 4090FE cooler was, not the 4080 unlaunch. EVGA told Nvidia they were quitting months ago, long before EVGA would have had any idea what the product stack and pricing would look like.
    Reply
  • JTWrenn
    Their pricing models have just fallen off a cliff of insanity. 30% performance difference and twice the price is idiotic.
    Reply
  • TechieTwo
    Financial greed can prove costly.
    Reply
  • watzupken
    It's not going to change anything regardless if it's called 4080 or 4070. The specs are the same, and it's unlikely to change the price either.
    Reply
  • George³
    spongiemaster said:
    GN made that comment in reference to how good the 4090FE cooler was, not the 4080 unlaunch. EVGA told Nvidia they were quitting months ago, long before EVGA would have had any idea what the product stack and pricing would look like.
    Imagine that AiB knows before us as consumers and influencers what the pricing intentions and other details are will be and everything falls into place in a logical sequence.
    Reply
  • Giroro
    I don't care what they call it, at the end of the day this card should cost $400-$500.

    Probably less, considering mining is completely worthless right now.

    Tom's thinks a "xx70" series cards should cost more than the overpriced 3080 msrp when we're hitting a perfect storm of historic market crashes (PC crash, crypto crash, and general recession)? It's a mostly-useless luxary commodity marketed for entertainment. Come on, man.
    Reply