As reported by Xbit labs, NVIDIA has come to a silent arrangement with many vendors to drop the price of the GTX 460 768MB to $179 USD, or in some cases as low as $169.
The discount represents 10% of the cards MSRP, which is substantial in the PC harware market, especially video cards where margins are known to be slim. Exactly who will be eating the cost of the heafty discount is unknown, but the updated pricing has already made its way into retail channels, with products from some stores available from as low as $175.99 .
The drop is a clear bid to stay well ahead of the competition, despite the fact that the GTX 460 was already regarded as an exceptional bang-to-buck graphics card. Price tracking shows that ATI has been steadily reducing prices on its competing HD 5770, HD 5830 and HD 5850 cards over the summer in response to the launch of the GTX 460 cards.
What is somewhat puzzling about this move, is the fact that NVIDIA’s budget entry level gaming card, the GTS 450 was expected to drop sometime in September, at a very similar price point.
Either NVIDIA has readjusted its forcasted launch price of the GTS 450, or the two cards are going to be their own competition.