NVIDIA's release of the GeForce GTX 680 was considered, by some, the herald of price reductions on AMD's side of the field, but those holding such hopes will have to cope with disappointment.
For those who want a recap of the situation, NVIDIA's launch of the new GK104 Kepler-based video adapter was welcomed by people on both sides (its own and AMD).
As odd as it sounds, AMD loyalists had a reason to rejoice because, since the Kepler board is both faster and cheaper, it meant a likely reduction in Radeon prices, to maintain the competitive edge, or at least a semblance of balance.
Alas, going by what HardwareCanucks has reported, there are definitely not going to be any modifications to the average selling price of the Radeon HD 7970.
The Sunnyvale, California-based company may, eventually, change its mind, but the new card from NVIDIA isn't enough of an incentive, even though stronger (and cheaper).
AMD might let the tags drop a bit once its next-generation line nears, but that is still months away.
The reason Advanced Micro Devices isn't budging is because a reduction in the HD 7970 price would have to be followed by similar treatment to all other HD 7000 Series boards.
The HD 7950, HD 7870 and HD 7850 have fairly high prices too, and understandably so, one might argue. They are, in the end, particularly powerful for the market segments they cover.
Needless to say, that isn't going to bring a smile on the faces of many people though, but there isn't anything we can do about it.
All in all, even while NVIDIA GeForce GTX 680 begins to spread its wings and fly, AMD is hoping to reel in more buyers regardless. That said, hit the stores and take your pick. NVIDIA's Kepler product shouldn't be too far from the $499 tag (420 Euro, according listings), while AMD's HD 7970 hovers around $549 (500 Euro, give or take, in Europe).