According to a rumor originating from China, NVIDIA is reportedly redirecting some of its RTX 40 desktop GPU supply to its notebook channel. This move comes after an earlier claim that the chipmaker would reduce consumer channel shipments to regulate prices. It seems that DIY sales of the Ada Lovelace graphics card have been outperforming their mobility counterparts, particularly in the subcontinent. One of the key reasons behind this is the limited supply of notebook GPUs. Since laptop chips offer higher profit margins, this development is considered unfavorable for NVIDIA.

To address this situation, NVIDIA is purportedly reallocating a portion of the Ada Lovelace desktop chip capacity to the notebook segment instead of expanding production. As a result, availability of DIY graphics cards is expected to decline in the upcoming weeks, which will in turn limit discounts and keep prices stable. Additionally, inventory levels are expected to remain low throughout the quarter.

According to the source, the GeForce RTX 4060 and 4070 will be the most affected SKUs due to their poor value and sales performance. It should be noted that the GeForce RTX 4070 and 4090 have been the top-selling retail graphics cards in Western markets, with the 8GB 60-class cards not gaining much traction.

The only Lovelace card to drop below its manufacturer’s suggested retail price (MSRP) is the GeForce RTX 4080. On the other hand, the RTX 4070 ($599) and 4060 ($299) are currently being sold at or above their sticker prices, along with their Ti variants. This strategy of controlling supply based on demand is a common practice to regulate prices. Unfortunately, it means that the budget Lovelace parts may not become more affordable anytime soon.

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