Good news for computer enthusiasts who are looking to upgrade their desktop computer system's graphics with one of the latest graphics processors from either of the two leading graphics makers, NVIDIA and ATI. Both chip makers are expected to cut prices on their recently released series of graphics, thus enabling PC users to boost their system's performance, without having to go over the budget.

 

The news comes from Digitimes, which quotes a recent report from Jon Pedddie Research (JPR), saying that AMD's graphics subsidiary, ATI, reached a market share of 40% in the third quarter of 2008. This brings the chip maker closer to its goal of taking about 50% of the market share, after reducing the prices on its Radeon HD 4000 series products. However, in response, NVIDIA is also expected to lower prices on some of its latest graphics cards, including the GeForce GTX 200, 9800 GT and 9600 GT series.

 

After losing the high-performance crown to competitor ATI, NVIDIA has been left only with the choice of going for an aggressive pricing policy. This is why, soon after the release of the highly anticipated GT200-series of graphics cards, the company had to considerably lower the prices, as the Radeon HD 4000-series released by AMD was delivering an almost similar performance at a more affordable price point.

 

It now appears that the Santa-Clara, California-based graphics company feels the need to further adjust the prices for its GeForce products, as AMD's graphics business continues to take back the ground it lost to NVIDIA since the release of the GeForce 8000-series cards.

 

Ultimately, the pricing policy can only come to benefit end users as they will be able to take advantage of the features delivered by some of the latest graphics cards, at prices that are more in line with the worldwide low economy.