• Microsoft is eating humble pie over its unrealistic RAM recommendations
• It has deleted articles that pushed 32GB as an ideal or 'no-worries' loadout
• Apple is also feeling the heat in the RAM crisis, with rumors that it's struggling to secure an alternative source of memory supply from China

There are some fresh twists with the RAM crisis hitting some big tech companies, as Microsoft has backtracked on its previous memory recommendations, and even Apple is apparently finding it difficult to cope with the scarcity of memory.

Let's discuss Microsoft first, and as Windows Latest pointed out, the company has been busy backpedalling on previous memory recommendations now that the RAM crisis – which just keeps getting worse – has made those suggestions look foolish.

Microsoft previously had support documents in its Windows Learning Center which have now been removed, and Windows Latest highlights two of them. One was about optimizing your gaming PC, and it advised that "32GB is ideal for serious players who run the most demanding titles" (albeit the article also said 16GB was "plenty" for most games).

Another piece said that 32GB of RAM was the "no-worries zone", and that article was also quietly deleted as there was some backlash against this, given that it was published when the price of system memory had become ridiculous. (And buying a 32GB kit was very much a worry for your wallet).

The links to those articles now redirect to the home page of the Learning Center, and Microsoft is evidently trying to forget about pushing 32GB of RAM as an 'ideal' or 'worry-free' target for memory on your PC.

More broadly, since Copilot+ PCs were launched and the AI features for these devices made them require 16GB, Microsoft has obviously been keen to have that as a baseline memory configuration. Except now, a change of stance is necessary, as with the RAM crisis reaching alarming new heights, Microsoft has been forced to enact huge price hikes with its Surface devices.

And of course, the latest twist with that Surface hardware is that Microsoft has brought back 8GB models with last year's Surface Pro and Surface Laptop. Which makes it kind of difficult to push 16GB as a minimum, let alone make suggestions that 32GB is where it's really at for properly smooth performance.

The abandonment of these Learning Center articles is hardly surprising, then, and Microsoft is also addressing how speedily Windows 11 runs with 8GB of memory (not quickly enough currently). One of its promises with fixing the OS was better performance with a leaner RAM loadout, and Microsoft just made it clear that the company is now actively working to make Windows 11 run better with 8GB before the end of the year.

This has become a vital goal, really, when you consider that Apple has pulled off a commendable showing of performance with its MacBook Neo that packs 8GB of RAM. That was effectively a gauntlet thrown down for Microsoft – something of a declaration that macOS is coming to try to take Windows 11's market share – and one that the Windows maker had to respond to (which became clear enough when Microsoft went on the attack against the Neo).

Apple turnover: China play rumored to end in a fumble

Speaking of Apple, Microsoft isn't the only tech giant being buffeted by the rising costs caused by the RAM storm. While it has had a big success with the Neo, the challenge for Tim Cook's firm – soon to be John Ternus's, of course – is to maintain that momentum, and by all accounts, that's proving a tricky task.

Recent Mac price hikes have caused a good deal of pain – taking some of the wind out of the good ship Neo's sails – and Apple is trying to secure its RAM supply lines for the future, with rumors abounding that it's turning to Chinese chip makers to find extra production capacity.

The latest speculation, however, is that according to a report from Digital Daily (a Korean tech site, via Wccftech), Apple has floundered in negotiations with Chinese memory giant CXMT.

Apparently CXMT has strong enough domestic demand that it doesn't have to offer more attractive pricing to Apple. Essentially, CXMT is holding the line and has "insisted on prices that were higher or similar to those offered by Samsung or SK Hynix" (bear in mind there may be nuances lost with the translation of the article).

You get the message, though: Apple is failing to obtain better deals on mobile DRAM, which includes LPDDR5X, for its iPhones (and that RAM is also used in its MacBooks, of course). And CXMT was supposed to be an escape route from the difficulties of getting enough RAM inventory from Samsung and SK Hynix (and also Micron, a key supplier for Apple), but it seems like a dead-end for now.

At least if this report is correct, but analyst Tim Culpan has also written a short post which backs up the notion that Apple is in trouble here. Culpan writes: "Apple and its suppliers are scrambling to get enough memory chips for its upcoming release of new iPhone models."

'Scrambling' is a word that evokes quite a sense of panic, and indeed with the iPhone 18 models – and the foldable offering – not much more than a month away from launch now (in theory), I'd bet there are some heated words flying here and there. Culpan notes: "Assemblers are working with Apple to rush shipments of DRAM used in mobile devices."

That report is specifically about smartphones, mind, but this same situation applies to mobile RAM that's also used in MacBooks.

The overall theme is more RAM misery all round, which is hardly a surprise given all the negative news we've been hearing on the grapevine of late. GPU pricing has been the latest round of doom and gloom over the past week or two, and I don't think the pessimistic news is going to stop flowing for the foreseeable.

It's not bad news for everyone, though. A source in the semiconductor industry told Digital Daily that: "With the general-purpose DRAM floor remaining unbroken and Samsung and SK Hynix monopolizing the lead in high-value AI memory such as HBM4, the operating profit margins and global market control of the domestic semiconductor sector are expected to rise even more steeply in the second half of the year."

So, it's a familiar story: profits will be on the up and up for memory makers, while consumers will be suffering the pain of the hikes. Apple's purported rush for RAM supplies as the clock runs down on the iPhone launch window is a particularly worrying sounding story, one that doesn't bode well in terms of avoiding more Mac (and iPhone) price rises in the future. Neither can we rule out more Surface price rises, or other laptops for that matter.

• Gigabyte graphics cards are rumored to be set for a big price rise
• It could be a hike of 20% to 40%, and other rumors are also pointing to major price hikes for GPUs more broadly
• This means now is likely a good time to make a purchase, particularly with certain cards which have avoided the worst of the hikes so far

Desktop GPU prices are set to rise if the rumor mill is right – with yet another prediction to that end being aired – and while graphics cards are already costly in some cases, now might be the time to buy certain models, based on a fresh roundup of average pricing.

First off, let's deal with the latest gloom nugget from the grapevine regarding GPU pricing, courtesy of @momomo_us on X (via Wccftech) who picked up a notice from CFD (a Japanese components supplier) warning of substantial price hikes on Gigabyte graphics cards.

The claimed rise (add seasoning, of course) is in the order of 20% to 40%, so at the latter end of that scale, we're looking at prices shooting up by almost a half in some cases. Existing orders from retailers buying boards from CFD may even be cancelled, the notice states.

I perhaps wouldn't put as much stock in this, except that it echoes a rash of recent reports contending that large price hikes are about to happen in the GPU world, which makes it all the more believable.

Only yesterday I reported on the situation in South Korea where RTX 5000 models are rumored to be getting price increases of up to 30%. So again, that's a hefty hike, and it follows other speculation about Nvidia charging its partners more for video RAM (which will push up costs, of course).

This apparent Gigabyte move will affect both Nvidia and AMD graphics cards in Japan, and there have been rumors about Team Red having Radeon price hikes in the pipeline due to more expensive VRAM, too. That only makes sense, as if VRAM is getting more costly for Nvidia, it will be for AMD too. And while some of these reports are based on regional activity, the cost issues will surely apply globally – none of these markets exist in a bubble.

Analysis: I think it's time to buy – especially with certain GPUs

The RAM crisis has a lot to answer for, and it very much looks like graphics card prices are going to be jacked up considerably during the remainder of 2026, with video memory being the primary driver here. Given that, it seems that if you are thinking about a GPU upgrade, now is likely the time to go for it, rather than waiting and being hit by price hikes.

That's especially true if you're considering a 16GB graphics card (as more gamers are these days), as the products with more VRAM are going to get hit the hardest for price rises as memory modules become even more expensive.

If we want a snapshot of the current GPU market as price tags stand, fortunately enough, TechSpot has just furnished us with an extensive (multi-region) pricing roundup as of the end of July which highlights some key points.

Firstly, low-end GPUs are still relatively unscathed, with offerings like the RTX 5050 and RTX 5060 8GB, and the 8GB spin on the 5060 Ti, not having been bumped up by all that much in the RAM crisis thus far. However, as for the 16GB incarnation of the RTX 5060 Ti, that has seen major price bumps, reinforcing that observation on 16GB pain (this card is up over 40% since November 2025 in the US, for example – and shows a 14% rise since April 2026).

In the tier above that, the RTX 5070 is holding at a reasonable price, and even if the sub-MSRP levels of late last year are well and truly gone, it remains a decent buy. (As long as you can stomach 12GB of VRAM at this price bracket, of course – and that's one of the reasons why this GPU hasn't been hit so hard, no doubt).

Above this level, Nvidia GPUs have witnessed some of the nastier price increases, as you've probably noticed.

On the AMD side, matters look more promising, particularly in the case of the Radeon RX 9070 and RX 9070 XT, with TechSpot finding that the 16GB models in the RDNA 4 family haven't suffered as much as Nvidia's GeForce offerings. The price of both these 9070 models has remained steady over the last few months, and in many regions, they're only up 10% or so compared to late 2025. (The 9070 XT is an exception in the US, mind, where it has risen by closing on 20% since last year).

If you're inclined towards one of these Radeon mid-rangers, or Nvidia's RTX 5070, I'd strongly suggest you buy now rather than wait based on what we're hearing from the rumor mill. Lower-priced graphics cards are likely worth grabbing, too, because they may be heading upwards in the pricing stakes before long – although notably the RX 9060 XT with 16GB has already become a good deal more costly, much like its RTX 5060 Ti 16GB rival.

As noted, Nvidia's higher-end graphics cards (RTX 5070 Ti and upwards) have already been hit with alarming price hikes, but they're likely to get even worse. So, this could be a case of keeping your wallet shut and holding out for possibly a lengthy time, as I can't really recommend them even at the current pricing.

The trouble is, we don't know how long the RAM crisis will continue, and some of the guesswork on that front is very bleak indeed – suggesting it might be the rest of this decade effectively. At this point, I'm inclined to believe we're in it for the long haul with PC component pricing woes, which is why I think it's best to buy a GPU now, at least with the mentioned models, assuming you're in a position to do so.

• The latest Steam survey shows GPUs with 16GB are the most popular
• They're on 25.9% and have overtaken 8GB GPUs which are just behind on 25.32%
• There's been quite a shift towards 16GB boards over the past year, but with news of more price hikes incoming, upgrading to this loadout could be a painful process for gamers

Graphics cards with 16GB of memory are the most popular GPU among Steam gamers now, although the way GPU prices are going means that people aiming for a board packing plenty of video RAM (VRAM) are looking at a rather depressing future.

TweakTown spotted that the latest Steam hardware survey for July shows that 16GB of VRAM is the most prevalent memory configuration at 25.9%, up 1.4% over last month. That means it just dethrones the previous top of the VRAM table, which was 8GB, a loadout that slipped slightly from last month down to 25.32%.

There's not much in it, of course, but nonetheless, it's a telling stat (bearing in mind the usual caveats about variance in Valve's hardware report based on how the survey is distributed).

Of course, the majority of Steam gamers are still running with less than 16GB, and only 36% have a GPU with 16GB or more. So, almost two-thirds are running less than 16GB, and just under half (47%) have a graphics card with 8GB or less.

But it's a hefty rise in the count of 16GB GPUs when you consider that less than a year ago, in August 2025, just 6.8% of Steam gamers had boards with that VRAM loadout (based on a Notebookcheck report from the time). Compared to July 2026, that's nearly quadruple the number of 16GB-equipped rigs, with a close to 20% increase — pretty eye-opening.

Analysis: 16GB ambitions and the ever-worsening RAM crisis

It seems that, at least based on Steam's stats, RTX 5060 Ti 16GB and RX 9060 XT 16GB graphics cards (and 9070 models) must have been selling well — and of course higher-end Nvidia cards. The RTX 5070 is doing well for itself, too, and is now in third position in Steam's GPU ranking (although that's a 12GB offering and it should really be 16GB).

The ranks of the 16GB GPUs on Steam will also be bolstered by older models, of course, from past generations. Also, the visibility of AMD Radeon graphics cards with 16GB of VRAM was improved by Valve earlier this year, when an issue was fixed whereby these cards were misreported (not detected and lumped in a generic Radeon category), so that will have boosted numbers too.

At any rate, the fact that more gamers are looking at future-proofing their GPU purchases only makes sense, as 8GB in particular is looking too lean at this point. But there's a problem with GPUs that have heavier VRAM configurations, and this is, of course, that the memory crisis hits these models hardest.

We've already seen that GPU price hikes are making themselves felt, and just a couple of weeks back, Nvidia seemingly told its card-making partners that the price it charges for memory supplied with its graphics chips is going up (for both GDDR6 and GDDR7). A fresh report from Tom's Hardware also talks about price hikes for RTX 5000 models in South Korea beginning this month, driven not just by the increased cost of video RAM, but also the GPU chips themselves.

We're told the upshot is that Nvidia's Blackwell GPUs could see price increases of up to 30% in the country, and similar hikes may happen elsewhere. AMD price hikes are expected for its Radeon line-up, too, and Team Red has already warned us that the second half of 2026 is going to be a tough one for PC gamers.

With those gamers craving 16GB of video RAM more often, and prices heading inexorably upwards — and the memory crisis expected to worsen as this year rolls on, with the misery to continue into 2027 by all accounts — it's a gloomy picture for beefier graphics card upgrades.

• Nvidia reprotedly weighing up $250 billion in financing for OpenAI's giant Ohio AI data center
• Total project costs could surpass $500 billion after infrastructure and hardware investments
• OpenAI seeks greater control over computing infrastructure through dedicated Ohio facilities

Nvidia is reportedly negotiating financing guarantees worth roughly $250 billion for a massive OpenAI data center project.

Reporting from The Wall Street Journal claims the financing would help OpenAI secure a lease for the proposed 10-gigawatt facility in southern Ohio.

The site is being developed by SB Energy, a subsidiary of SoftBank, under a separate infrastructure arrangement.

Financing plan could support one of the world's biggest AI facilities

The guarantee would cover the data center lease and debt financing, though it would exclude the Nvidia chips housed inside the facility.

Nvidia is separately discussing financing arrangements for OpenAI's chip purchases, which could total up to $350 billion.

The combined costs for the entire project, including chips, are expected to exceed $500 billion once construction concludes.

The first phase alone is expected to finish by 2028, delivering around 800 megawatts of the planned 10 gigawatts.

The project's power supply will be controlled by the U.S. government and funded separately through a trade arrangement with Japan. That arrangement ties into Tokyo's pledge to invest $33 billion in a natural gas plant.

US Commerce Secretary Howard Lutnick reportedly plays a role in deciding which companies gain access to that power.

OpenAI's financial position complicates the infrastructure push

OpenAI is currently valued at $852 billion, ranking among the most valuable private companies globally despite remaining unprofitable.

According to shareholder documents, the company posted a net loss of roughly $21.3 billion in the first quarter of 2026 alone.

Stripping out a non-cash charge tied to revaluing investor warrants leaves an operating loss near $9.3 billion for that quarter.

Internal projections reportedly show OpenAI expects to lose around $14 billion across 2026, with cumulative losses reaching $44 billion by 2028.

That lack of profitability raises questions about how the company intends to fund its numerous multi-billion-dollar infrastructure commitments going forward.

Nvidia's backing would reportedly help reassure lenders that the financing vehicles underpinning the project carry sufficient institutional support.

For OpenAI, securing the deal would mark a shift toward owning infrastructure rather than renting capacity from Microsoft, Amazon and Oracle.

On Nvidia’s part, the deal would help guarantee sustained chip demand well into the coming years.

OpenAI has reportedly held talks for weeks about leasing the Ohio site directly, while Anthropic, Microsoft and Google have also shown interest.

The proposed facility would rank among the largest AI data center developments planned anywhere in the world, but its financing structure combines private investment, government-backed infrastructure and long-term computing demand across multiple funding sources.

At the moment, commercial agreements between the companies involved have not been finalized.

• Samsung tells analysts global memory supply shortage will persist through 2028 and grow more severe in 2027 than in 2026
• This while posting its third consecutive record quarter: ₩171.5 trillion in revenue, ₩89.5 trillion in operating profit, and a 52% operating margin
• Samsung is locking 60 to 70% of capacity into five-year supply agreements with price floors

Samsung has told analysts it believes the memory shortage now squeezing everything from server racks to gaming PCs is unlikely to ease before 2028, and that conditions will get worse before they get better.

Speaking on its Q2 2026 earnings call, the world's largest DRAM manufacturer now expects supply constraints to be more severe in 2027 than they are in 2026.

The company said this while reporting the most profitable quarter in its history, with ₩171.5 trillion in revenue, ₩89.5 trillion in operating profit, and a 52% operating margin, all of which indicated healthy demand for its DRAM despite price hikes across the board.

An AI-centric problem that is not going away soon

As voracious demand for memory and storage from AI hyperscalers continues, Samsung is a key beneficiary of a shortage it expects to last for years, driven by long lead times and the capital intensity of adding capacity.

The argument Samsung made on its earnings call was arithmetic rather than speculative. B

uilding a new fab and getting it to wafer production takes more than three years, so the industry-wide capital expenditure increases now underway cannot translate into meaningful output within the forecast window. Unmet demand from this year rolls into next year, tightening things further.

Independent forecasting broadly agrees. TrendForce expects NAND supply to ease in the second half of 2027 as new capacity and higher-layer products arrive, but sees DRAM differently: several suppliers plan new lines for 2027, and construction, equipment installation and qualification will push meaningful ramp-up into the second half of that year, meaning substantial extra output does not arrive until 2028.

Samsung's own shipment figures show how tight things already are. DRAM bit shipments rose by low-teens percentages quarter on quarter, exceeding its own guidance, while average selling prices climbed by around 45% for DRAM and close to 70% for NAND in a single quarter.

Hedging against potential downsides

Buried in the analyst Q&A is a structural change that will outlast any particular price curve. Samsung is converting the memory business from a spot market into a contracted one.

The company said it plans to allocate roughly 60 to 70% of total capacity to long-term supply agreements. These run on five-year terms subject to annual renegotiation, effectively rolling forward.

It has already finalized deals with the top five global data center customers and is in final talks with five more, with substantial advance payments written in as a contractual requirement; Samsung says it has received about a quarter of that total so far. For mainstream products, the agreements also carry minimum price floors, set at levels the company describes as sufficient to cover its future investment risk.

The consequences reach retail. Gartner has forecast that combined DRAM and SSD price increases will lift average PC prices by 17% and push global PC shipments down by more than 10%, the steepest contraction in over a decade.

Micron retired its consumer Crucial brand in February 2026 to concentrate on enterprise AI customers, which is the clearest possible statement of where the industry's priorities sit despite whatever it says publicly about wanting to help consumers.

For Samsung's memory division, none of this is a problem. The price floors it has written into a majority of its capacity insulate it from the downside of the boom-and-bust cycle that DRAM markets are notorious for, and its own device businesses are absorbing the cost: mobile and networks posted a combined operating loss of ₩0.7 trillion for the quarter, and the display and TV units both flagged memory costs eating into profitability.

A company earning a mammoth ₩89.5 trillion in operating profit, thanks to a 52% operating margin, however, has little reason to move quickly on any of it.

• Multiple US states are repealing or enacting moratoriums on sales tax exemptions for data centers
• Estimates on lost tax revenue are far below the billions of dollars some states have missed out on
• Ongoing data center constructions may not be subject, but costs are expected to increase for new or planned projects

In a blow to US firms trying to expand AI compute capacity by building more data centers, multiple states are now repealing tax exemptions for equipment costs.

According to exclusive The Information reporting, the estimated costs could rise by upwards of 7%, as the exemptions previously allowed data centers to be kitted out with equipment without having to pay sales tax.

But as soon as Ohio Governor Mike DeWine revealed that the lost tax revenue amounted to $1.6 billion, instead of the projected $136 million, other states have started following suit.

States repeal data center tax exemptions

Ohio repealed its tax exemptions for data centers in June 2026, and since July, Illinois and Arizona have both paused their own exemptions. Illinois’ program has been paused indefinitely, and Arizona has enacted a 3-year moratorium.

A further nine states are also considering halting their own exemptions, and a further 28 states have introduced bills to limit the effects of their own exemptions.

Per Avalra data, the sales tax in Ohio sits at almost 6%, with Illinois just over the same figure. These sales taxes will immediately increase the costs of new data center projects, but some projects already under way could be subject to indefinite exemptions.

Are data center costs already unsustainable?

The costs of data center construction have already been rising due to the sudden expansion in capacity. Electricity costs have skyrocketed as more data centers join grids without suitable additions in energy sources.

In an attempt to combat this, President Donald Trump has rolled back regulations on fossil-fuel burning power stations, with multiple data centers being built with on-site natural gas turbine electricity generation. This has caused a string of issues with local residents complaining of sickness caused by infra-sound, and deafening noise levels similar to that of an international airport.

Funding and incentives for renewable wind and solar sources have also been scrapped by Trump, which ironically are some of the cheapest energy sources in the US. This has compounded consumer electricity price rises, acting as a catalyst for data center opposition in the US. AI companies have been urged by the UN to disclose the full environmental damage of the technology.

Additionally, a study by Nikkei has found that numerous big tech firms looking to expand data center capacity have almost $1.65 trillion in ‘hidden’ debt, where contracts are signed between subsidiary companies and data center operators. This means the debt does not appear on the company’s balance sheet, and will only show up as annotations in quarterly financial statements.

This hidden debt at big tech companies has exploded eightfold in the last four years, alongside the visible balance sheet debt for big tech companies which stands at $1.35 trillion. Many businesses are still struggling to justify the ROI on adopting AI technologies, especially as token costs increase.

Sales exemptions are an attractive benefit for data center construction projects, and states that keep or enact sales exemptions will likely see an explosion in new project applications.

• The ongoing RAM crisis is projected to continue through 2028
• Samsung says memory shortages are expected to worsen in 2027
• Deloitte reports the big three RAM manufacturers are anticipated to have a combined capital expenditure that will nearly quadruple between 2024 and 2027

The RAM crisis isn't letting up, with shortages continuing to impact PC hardware manufacturers. Unfortunately, it looks like it may become the new normal.

As reported by TweakTown, Samsung says it expects ongoing memory shortages to worsen in 2027 and continue through 2028. This will directly impact consumers with increasingly high retail prices for RAM kits, game consoles, and pre-built PCs.

Samsung's memory chip executive vice president, Jaejune Kim, said to investors in the latest earnings call: "We believe it will be unlikely to see any increase in incremental supply through 2028. The supply constraints are expected to become even more severe in 2027."

Essentially, that means the price increases we've seen for Sony's PS5, Microsoft's Xbox Series X, Xbox Series S, and, frankly, next-generation consoles will likely face the same consequences of the price hike trend.

The same can be said for Valve's Steam Machine, where Valve previously stated the retail price isn't what it wanted, with suggestions of an initial $750 target. However, the RAM crisis effectively forced Valve's hand, where it couldn't subsidize the Steam Machine the same way it did with the Steam Deck.

Unfortunately, it's not just Samsung that forecasts the RAM crisis worsening. Gamesbeat highlights Deloitte's report, which anticipates an increase in the big three's (Samsung, SK Hynix, and Micron) combined capital spending to nearly 340% from 2024 to 2027.

However, new supply from that increased spending isn't expected to arrive until 2029 or 2030, so the RAM crisis is seemingly only just getting started. It frankly means Samsung's estimation is rather optimistic, painting a smaller picture of just how bad the memory shortages are.

Manufacturers and consumers are perhaps now at a stage where the RAM crisis may be a new normal, completely shifting the PC hardware market into an unstable condition.

GPU prices have increased over the last few months, with Nvidia introducing older options via the RTX 3060, and AMD unveiling a new Radeon RX 9050 8GB GPU. Both cases are a strong indication that the market is in its worst state in decades, and there isn't much hope ahead as it stands.

• A recent report suggests Nvidia has informed its partners of GDDR6 and GDDR7 memory kit price increases
• This means retailers may increase the prices for RTX GPUs using GDDR6 and GDDR7 memory
• The potential price hike and one user's dual-GPU setup both highlight the importance of hardware preservation

The RAM crisis continues to impact PC manufacturers, with rising memory prices and shortages — ultimately leading to increased retail prices for consumers — and the trend may be set to continue with Nvidia.

According to a report on Benchlife, Nvidia is rumored to be planning an increase for prices of its GDDR6 and GDDR7 memory kits for RTX GPUs, and has informed AIB (Add-In Board) partners such as Asus, MSI, and Gigabyte, who make their own versions of Nvidia's GPUs. Unsurprisingly, the price increase for these memory kits is cited as a result of the ongoing RAM crisis.

While RTX GPU price hikes aren't guaranteed for consumers, because this will directly impact AIB partners who manufacture the GPUs, eventual retailer price increases are unfortunately likely. It's a trend we've seen with recent PC hardware.

Notably, Valve's Steam Machine was initially supposed to cost less than its eventual $1,049 / £879 / AU$1,609 price tag, which could now also be at risk of a price increase, based on hints from a Steam Machine engineer (as reported by Bloomberg). New handheld gaming PCs are also now often launching for more than $1,000, and the price of RAM and storage certainly plays a part.

Consumer struggles

The RAM crisis is a sad state of affairs for consumers and underlines the importance of PC hardware preservation. GPUs aren't cheap by any means, especially with recent suggestions that AMD would also be increasing prices of memory kits for its own AIB partners.

We've also recently seen the return of the RTX 3060, due to Nvidia's attempt to help consumers with more options amid a rough PC hardware market. However, if these price hike reports are legitimate, the RTX 3060 will likely be subject to higher prices at retailers.

That's exactly why GPU setups like one Reddit user's RTX 3090 and RTX 3050 dual-GPU rig matter now more than ever. In this case, the RTX 3050 is responsible for allowing frame generation via Lossless Scaling to function.

My dual GPU Setup from r/losslessscaling

A game then utilizes the RTX 3090's power for high-quality visuals and performance, with the two GPUs teaming up. The user states it resulted in 144fps at a 4K resolution over the initial 71fps without frame generation.

Frankly, a dual-GPU setup isn't exactly common, nor is it actually recommended for gaming, since modern games are only designed for single-GPU rendering (even though the frame generation use case is noteworthy).

Users would also need a beefier power supply, depending on the GPUs used, and likely a new motherboard with another compatible PCIe lane.

However, what I feel is more important here is that's it's a great example of why hardware preservation is so important, serving as backup in case GPUs melt or end up faulty, or for experiments like the one I've outlined above. With no end of the RAM crisis in sight, repurposing older hardware might be one way through this.

• Apple is rumored to be planning to rent Macs, as well as iPhones and other devices, to consumers
• 'Apple Upgrade' will allow you to pay via a subscription (with financing handled by Klarna), and buy the device eventually if you wish
• This is seemingly Apple's way of sidestepping the RAM crisis and keeping Mac sales going, as we're also hearing about frightening memory price hikes from Framework

We're seeing the continued fallout from the RAM crisis, with Framework outlining plans to deal with massive increases in the cost of memory, while Apple is rumored to be about to unveil new way of selling you a Mac in order to cope with ever-higher sticker prices: it'll rent you the PC.

Let's start with Apple's apparent plan, which is detailed in a report from Bloomberg, in which Mark Gurman tells us that Apple is preparing to launch a device-leasing scheme for consumers in conjunction with Klarna (on the finance side).

We're told this will be announced on July 28 and it'll be called 'Apple Upgrade'. The sell (ahem) is that you can regularly upgrade your rented hardware, as well as avoiding taking a huge dent to your wallet with the sizeable outlay required to buy many Macs these days.

This won't just be for Macs, mind you, but also the iPhone, iPad and Apple Watch, with most models of all this hardware seemingly set to be included. It sounds like it might be a US-only initiative to begin with, but it could come to other regions later.

Apple Upgrade will seemingly work as a subscription over a 36-month term (or 24 months for iPhones and Apple Watches), although there'll be an option to pay off the device early and buy it outright (or upgrade to a newer model early). When the end of the subscription is reached, you can either return the Mac and upgrade to a newer model on a new financing agreement, or just keep it (with a final payment, naturally).

As mentioned, Klarna is apparently running the finance side, and applications for Apple Upgrade will be subject to a soft credit check.

This new scheme will supposedly take the place of the iPhone Upgrade Program and Apple's standard financing. The former offers a way to buy an Apple smartphone on monthly payments direct from the company (with 0% interest), but there's no Mac equivalent.

Gurman says of the Apple Upgrade scheme: "Apple plans to advertise the program as a way to have lower payments versus current financing programs." The leaker also clarifies that Apple Upgrade won't include AppleCare (unlike the iPhone Upgrade Program, which does).

Some of Apple's cheaper devices won't be eligible for this rental scheme, too, and that includes the MacBook Neo, as well as the Apple Watch SE, entry-level iPad, and iPhone 16.

As for the move with Framework laptops, this was revealed in a blog post that Tom's Hardware noticed. The notebook maker said that with its Framework Laptop 13 Pro: "We recently received a cost update from our LPCAMM2 [laptop memory] supplier that goes far beyond anything we had predicted and anything we're able to absorb without placing our ability to operate at real financial risk.

"Rather than the low-to-mid double digit percentage increase we had forecast from Q2 to Q3 on LPCAMM2 costs, we received prices that are more than double that of the prior inventory we had brought in."

Framework is doing its best to cope (in a commendably transparent way), and is adjusting existing pre-orders as is necessary. That means dropping some 64GB orders down to 32GB, charging the original 32GB price — and the same for 32GB orders going down to 16GB, maintaining the original price for the latter.

Pricing for the 32GB module hasn't quite doubled, but it's up 82% (with Framework absorbing some of the increase), and a 64GB module is up 88%. This means the latter nugget of RAM is now an eye-watering $1,600 in the US, and £1,600 in the UK (yes, nugget seems an increasingly appropriate term these days).

Analysis: own nothing, be happy

Unfortunately, July has brought us a clear picture of the RAM crisis getting worse. We've just been hearing about DDR5 memory seeing a notable uptick in pricing (after plateauing somewhat for a few months), and the boss of a big chip maker has informed us that things are going to get much worse, with 2027 set to be the 'worst year' in the RAM industry's history no less.

Framework's story of a doubling in laptop memory cost is a truly worrying hike on top of all this, and doubtless we can all still recall Apple's price hikes that arrived at the end of June. Particularly those of you who were mulling a Mac purchase, and are regretting not pulling the trigger before the increases were ushered in.

Seemingly Apple has a solution to the RAM crisis, though, but this rental plan hasn't gone down well online. Yes, you can imagine the reaction to this on social media – one Redditor observes that it's "one step closer to owning nothing" (as in 'own nothing and be happy') – but in fairness, this is still a rumor. Although given the details, and the apparent proximity of the launch, it sounds fairly cast-iron – but we shouldn't jump to conclusions.

A lot of how any rent-with-an-option-to-buy scheme will play out is going to depend on the pricing Apple (and Klarna) attaches, and the world out there on social media fears the worst. I don't blame the doubters, frankly, and particularly those who are worried that the final instalment to buy the Mac (or other Apple device) will be punishingly high. Generally speaking, this is, of course, the way these lease agreements tend to run, and the same will likely be true of the option to exercise an upgrade before the current lease is up.

What's interesting is that last week, I spilled my thoughts on how I was worried that Mac sales were going to flag, and how Apple's in a bit of a tricky situation in terms of combating this. Between MacBook holdouts, the continued RAM crisis, and cynicism around an apparent renewed focus on AI from Apple, the Mac waters are getting seriously choppy.

I didn't expect to have a (theoretical) answer so soon, and apparently now we know how Apple plans to keep Mac sales buoyant. The devil will be in the details of the Apple Upgrade scheme, assuming it happens, but the overriding online speculation for now remains that the terms of the rental plan will be more likely slanted in a hellish direction than a heavenly one.

• Nvidia again showed off DLSS 5 at its Siggraph 2026 keynote
• Team Green made it clear that developers will have a level of control, with a choice of three different AI models
• There will be two sliders to play with, and masks to keep DLSS 5 from interfering with game assets where it's not wanted – but many gamers think devs should have much more control than this

Nvidia has given us another showing of DLSS 5, the incoming tech for its GeForce GPUs which received a very stormy reception when first revealed at GTC 2026 – and unsurprisingly, changes have been made in the past few months.

Tom's Hardware reports that Nvidia revealed more about how DLSS 5 will be implemented at Siggraph 2026 over in Los Angeles, where the tech was the foremost topic in Team Green's keynote.

Nvidia was keen to point out how it has changed the neural rendering model in some key ways since DLSS 5 was first announced. Of course, it's obvious that a lot of this is about combating the idea that the tech is 'AI slop' which makes games look worse rather than better, and characters (particularly faces) look bad and have that undesirable 'uncanny valley' effect. And indeed the criticism that DLSS 5 is messing with the art direction and overall feel of a game's graphics.

On the latter point, back at the original reveal, Nvidia stressed that it would give game developers control over the end result with DLSS 5, and now we're seeing how this will work. Team Green has brought in three different AI models which offer varying levels of detail (and impact on performance), so devs can choose between three different filters, essentially.

This isn't a game-wide choice, though, as the developer can apply any of those models to any different scene, mixing and matching as needed. There are also two sliders to adjust the 'structure' and 'tone' intensity of the effects.

On top of that, the developer can mask off any game asset where they don't want DLSS 5 to be applied. That's good news as it means that, for example, character's heads (and faces) could be marked as out-of-bounds, and therefore not subject to Nvidia's tech. The developer could just get DLSS 5 to enhance background objects and details, and maybe only in a relatively minor way (by toning down those intensity sliders).

To clarify, DLSS 5 is essentially an AI filter that sits atop the existing DLSS suite of technology. Underneath that, you still have upscaling (and frame generation), and Nvidia applies what's essentially a photorealism filter on top of that in the form of this new neural rendering model.

If you want to grab some popcorn, Nvidia's full Siggraph presentation is available to watch on YouTube, check it out below. All the DLSS 5 stuff is at the start (well, past the usual preamble).

Analysis: a step forward, but the doubters remain

Has Nvidia managed to placate the DLSS 5 haters, then? No, in a word. Did you really think it would?

As one Redditor put it: "I had so much hope for DLSS in the early days, what a dumpster fire it's turned into."

Another observed: "So just confirming what anyone with a basic understanding of AI already knew. Glorified Instagram filter."

To be fair, in general the reaction has been somewhat more positive compared to the original reveal, and clearly it's a good thing that game developers can at least keep 'yassified' faces out of the mix with characters. Clearly, there is a level of control here, but despite Nvidia treading more carefully in this respect, there's still a feeling that it isn't doing enough.

A choice of three AI models and a pair of intensity sliders is relatively limited, really, and a far cry from anything like a full level of control over how DLSS 5 imposes itself on a game. Although admittedly there's still some way to go before DLSS 5 comes out – it'll supposedly arrive later this year, in the fall (so theoretically any time from September through to November) – and Nvidia could put in additional controls before the launch.

Aside from disappointment around the level of control Nvidia is giving devs, the other beef being raised is how much of a performance hit this AI filter might be burdened with. When Nvidia first demoed DLSS 5, it was running on a pair of RTX 5090 graphics cards, and in this more recent outing, there's no mention of the hardware involved.

It's fairly easy to guess that the GPU demands haven't been meaningfully reduced yet, otherwise Nvidia would likely be shouting about that – and this is being read as a worry by some. I get where they're coming from, although Nvidia has clarified that the tech will run on a single graphics card (it'll have to, of course), adding at Siggraph that DLSS 5 is "VRAM efficient" (a nicely vague assertion).

I'd expect it probably won't run on anything less than an RTX 5080 to begin with, or indeed an RTX 5090. And the other fear is that the initial incarnation could be quite rough in terms of artifacts and the like, and that's a danger with the first take on any tech. Just look at the original DLSS (version 1), which suffered from blurriness and glitches, before they were polished out and it became a seriously impressive upscaler. Perhaps the same will be true of DLSS 5, but there's a long road ahead yet, and notably, a lot more doubts and question marks here.

• RAM pricing in Germany has suddenly gotten a lot steeper
• The price of DDR5 memory is now 448% more costly than a year ago
• On top of that, TSMC is reportedly set to increase its chip production prices by up to 10% next year, which will mean more expensive CPUs

The RAM crisis appears to be getting considerably worse right now, based on memory pricing in one country anyway — and we've also had some bad news from a big chip maker.

First off, RAM pricing in Germany is what's been under the microscope courtesy of 3D Center (via Wccftech), which regularly takes the temperature of the market in the country, finding that July has seen a notable price hike.

This is for DDR5 RAM at retailers in Germany, and prices are now at an incredible 448% more costly than a year ago (before the memory crisis kicked off). Pricing had been at 440% at the start of 2026, but then dropped to 408% in March, and stayed at that level in April, before climbing back to 419% in June.

However, this latest move to 448% represents a bigger leap, and an all-time high for the German market.

As for the bleak news from the chip maker, that's TSMC which is going to raise the cost of its chip production by up to 10% next year, according to a report by Nikkei Asia (as flagged by PC Gamer).

The reason for TSMC having to hike prices is said to be the rising cost of materials and the equipment for manufacturing chips, as well as the need to fund expansion plans for more fabrication facilities (or fabs, as they're known).

Bigger premiums will be lumped onto those ordering high-end chips (high-performance computing or HPC silicon) from TSMC off the cuff (on top of existing orders), and in these cases there could be up to a 15% hike.

Analysis: hiking misery

The good news here, such as it is, is that TSMC is reportedly waiting until 2027 before implementing these price hikes. They could have come in sooner given the climate we're currently facing, although we should remember, this news isn't official, and it's just based on what Nikkei Asia has heard from its sources. But it's all too believable — and arguably inevitable — that further chip price hikes are coming.

What this means is that the likes of processors — or anything with a CPU in it — are likely to get pricier next year, because manufacturers who are getting their chips from TSMC will, naturally enough, pass any cost increase (or most of it) on to the consumer. And TSMC supplies a lot of the tech industry's needs, Apple and Nvidia included (as well as AMD and Qualcomm).

Regarding the RAM situation in Germany, this is just one country, of course, but it's generally reflective of what a lot of chatter is saying — that the second half of 2026 is going to bring further price rises, and that next year is likely to be even worse. That's the broad theory floated by analysts and chip makers themselves in many cases, and the German market is simply backing this notion up.

Of course, there's not much that consumers can do about this, except perhaps to consider buying now rather than next year. Or at this point, you may want to look at Black Friday as a good upcoming opportunity to pounce on a hardware purchase like a PC or laptop, and that's the other thing to bear in mind here: how you proceed depends on what hardware you're looking at purchasing. I've discussed this recently in some depth, after Nvidia's CEO commented on the RAM crisis, and how it's not going to be over until perhaps 2030.

• Nvidia's RTX 5000 Super models are being readied, and board makers have the chips, a new rumor reckons
• However, these graphics cards are 'on hold' due to the high price of VRAM
• The Super refreshes pack a lot of VRAM, and so that cost could have an unfortunate impact on MSRPs – and none of this sounds particularly comforting for would-be buyers

Nvidia's RTX 5000 Super refreshes are apparently being readied, but they're on hold for now – and the reason why makes me even more nervous about the pricing of these GPUs when (well, if) they finally emerge.

Of course, these RTX Super models are still rumors – albeit so persistent at this point, there must be at least some validity to them – and the latest assertion comes from VideoCardz.

The tech site has apparently spoken to a source at one of Nvidia's board-making partners who claims that their company has already received 'graphics cards', which presumably refers to GPU chips (which is what Nvidia supplies, along with VRAM, to partners that make the boards).

At any rate, while this board maker supposedly has at least some of the necessary chips, it has been told by Nvidia that the RTX 5000 Super refreshes are now 'on hold'.

Why? Apparently, the delay is down to the price of the video RAM, specifically the new 3GB GDDR7 modules that are required (as per previous rumors) for the refreshed graphics cards.

Compared to the 2GB GDDR7 modules currently in use with Nvidia RTX 5000 models, the 3GB memory chips are around three times more expensive right now. Ouch.

Analysis: Super stumble?

This presents an obvious stumbling block because, due to these Super variants being packed with VRAM, the total cost of materials gets expensive quite quickly.

Remember that the grapevine believes that the RTX 5080 Super and RTX 5070 Ti Super will bristle with 24GB of VRAM, and even the RTX 5070 Super will have a weighty 18GB on board. Gamers are going to love the latter as an upgrade to the lean 12GB of the vanilla version – but not if it pushes the price of the GPU through the roof.

Going by what VideoCardz tells us about pricing in US dollars as the market currently stands, in the case of the RTX 5070 Super, the greater quantity of RAM, and more expensive modules, would mean 18GB costs in the order of $360 (maybe a bit more), versus $120 for the current RTX 5070's 12GB loadout, whacking an extra $240 on the price (or the regional equivalent elsewhere).

These graphics cards were already expected to be pricey, but that kind of additional premium lumped on top, this could make them real wallet-worriers.

The good news for those hoping for new GPUs from Nvidia is that at least these RTX 5000 Super models do seem to be happening. It's just that we may have to wait some time for them yet – although another recent rumor did suggest they were due this year. The latter speculation also theorized that an RTX 5060 Super 12GB model was incoming, but that didn't make a lot of sense, and I note that it isn't mentioned in this latest rumor. As ever, don't go lightly with the seasoning on all this.

• Palit has launched a new RTX 3060 model with 12GB of VRAM
• This continues a recent theme of old GPUs being resurrected
• These GPUs may pack 12GB of video RAM at a relatively affordable price, but they don't make sense compared to current-gen pricing

We might not have seen any new graphics cards so far from Nvidia this year — and no RTX 5000 Super refreshes are in sight (although there are rumors again) — but we're continuing to witness the resurrection of some old GeForce GPUs, with Palit officially revealing a new RTX 3060.

That popular workhorse of a gaming GPU has already made something of a comeback, returning to the shelves of retailers like Newegg as an alternative budget graphics card in a RAM-starved climate where prices of many of these current-gen boards are being hiked up (alongside other PC components, of course).

As flagged by VideoCardz, Palit has trumpeted the launch of its new GeForce RTX 3060 Infinity 2 OC graphics card as "the return of a classic", which is certainly one way of putting it.

Although to be fair, even today, the RTX 3060 remains a very popular GPU, ranking second on the Steam hardware survey for June 2026 (behind only the RTX 4060 laptop GPU in a rather bizarre twist I won't get into here).

Palit observes: "Combining a massive 12GB GDDR6 memory capacity with a clean, all-black dual-fan shroud, the Infinity 2 delivers honest, dependable performance without the premium price tag."

Analysis: let's hope for a Palit-able price tag, but so far, RTX 3060 pricing has been out of whack

The key selling point for these RTX 3060 models is that they're loaded with 12GB of video RAM (VRAM), as Palit emphasizes with this new Infinity 2 OC model. Where this is side-stepping the RAM crisis (to some extent) is that these past-gen Nvidia cards use GDDR6 VRAM, a different memory supply to tap than the GDDR7 used in RTX 5000 graphics cards (except the RTX 5050, which goes with GDDR6, but that's the outlier here).

This means Nvidia can get its partners to produce graphics cards that have 12GB of GDDR6 VRAM (a loadout a good few gamers put a priority on securing), but sit at the cheaper end of the market. Due to cost issues, these days it's a lot less tenable to sell lower-end GPUs which stack up the GDDR7 VRAM (like the RTX 5060 Ti with 16GB).

It's sad that the RAM crisis has forced us to this point, but that's the reality of the GPU world at the moment. What's also problematic for me here is that the RTX 3060 might have 12GB of VRAM at a relatively affordable price point, but looking at current pricing in the US as an example, it's not meaningfully cheaper than the RTX 5060 with 8GB.

Yes, you're getting a lean RAM configuration with the latter current-gen graphics card, but it's still a much faster GPU — one that benefits from DLSS 4, too — and only just over 5% more expensive (at the time of writing). At this kind of price differential, the RTX 3060 12GB doesn't make a lot of sense.

If these RTX 3060 models were a lot cheaper, then there might be more of an argument. To be fair to Palit, we don't have a price tag on this new offering yet, but pricing needs to be a lot more compelling than what I'm seeing right now (especially in the UK, where the RTX 5060 8GB is actually cheaper than the 3060 at some retailers, although there isn't much stock of the latter).

• A Steam user has found a way to store games on SSDs with an auto-navigation and auto-start script
• These are effectively physical 'game cartridges' complete with key art
• However, costly SSDs means this is a pricey endeavor (the Steam gamer was lucky enough to pick up used drives on the cheap)

Physical copies of PlayStation games are coming to an end from January 2028, and as the backlash around that continues, a restoration of physical media on PC has been discovered — and it's novel to say the least.

A Steam user on Reddit has managed to store games on 'cheap 2.5-inch' SATA SSDs, effectively acting as old-school 'game cartridges' with key art, and a script that auto-navigates Steam to each game's page. The user also notes that automatically starting games from each drive is possible.

This comes amid a significant uproar from gamers following the revelation of Sony's plan to eradicate physical game discs, supposedly by the time its next PlayStation console arrives. It's a very controversial move that has united gamers across all platforms to fight to retain discs and to ensure game ownership remains intact.

With that said, physical media for PC has been dead for a long while, since a modern desktop PC doesn't come with a disc drive, and there are hardly any publishers selling physical copies for the platform.

With most games only accessible digitally on PC, in theory those titles can be taken away from buyers at any time. The trouble is that consumer-friendly figures like Gabe Newell, who leads Valve, the owner of Steam, won't be in charge forever.

So in the future, under new leadership, it's possible more anti-consumer measures might be introduced, or other aspects of PC gaming that consumers dislike, such as DRM (like Denuvo).

Steam Game Cartridges from r/pcmasterrace

Imagine if this 'game cartridge' system was adopted by PC game publishers? It's a smart idea, and a nice thought, but clearly not a realistic one. For starters, it'd be a prohibitively expensive method of reintroducing physical PC game copies.

Of course, platforms like Epic Games and Steam require users to be logged in and have their app installed to play games, so it's still a long way off true game copy ownership, anyway.

However, this concept would be paired perfectly with GOG, a platform that is DRM-free and doesn't require the launcher to play purchased games — in other words, you fully own purchased games on GOG.

Admittedly, publishers releasing PC game cartridges in the form of SSDs is a pipe dream, especially with the current state of the hardware market, and the RAM crisis, complete with skyrocketing SSD prices.

The idea comes at the wrong time, then, but if the RAM crisis ever settles down, then maybe this is something we'll see more PC hobbyists doing — and perhaps even the odd publisher.

• The boss of SK Hynix believes that the RAM crisis is going to get much worse
• The CEO said 2027 will be the 'worst year' in the RAM industry's history, and that the crisis will likely roll on to 2030 and beyond
• Analysis from the Bank of America also claims that SK Hynix's expansion of memory production capacity is going to fall well short of its target for 2028

We keep getting told that the RAM crisis is dug in as a fixture for the foreseeable future, and, whether you want them or not, here are a couple more unwelcome reminders.

First, Android Headline flagged a Reuters interview with Kwak Noh-jung, the CEO of SK Hynix, one of the big memory chip makers. The chief executive didn't have comforting words about the prospect of RAM pricing in 2027, observing, "We forecast that ‌next year will be the worst year in the [memory] industry's history from the supply perspective."

So, seemingly next year will see RAM hit peak pricing, with no relief likely until 2030 (as previously forecast by the chairman of parent company SK Group) according to the CEO — and even then, he suggested that demand will continue to outweigh supply as the next decade rolls on beyond 2030.

The second RAM-related blow comes from analysis by the Bank of America highlighted by the Commercial Times in Taiwan (via Wccftech), which pours doubt on the South Korean president's recent boasts about the major expansion of the country's overall memory chip production by 2030.

Part of this analysis is a claim from a memory industry insider over in Taiwan that SK Hynix might only add just a sixth of its originally planned production capacity increase by 2028. Obviously that assertion needs to be liberally seasoned, but it's such a large potential shortfall that it's bound to raise some eyebrows.

The Commercial Times notes that while huge new chip manufacturing plants are being built by SK Hynix and Samsung in South Korea, they will take a lot longer than 2030 to come fully online — and this process is more likely to take a full decade. The report contends that a realistic level of memory wafer capacity expansion for South Korea is around 10% (or slightly less) per year, which will leave the country falling well short of the president's claims for production in 2030.

Analysis: diverging RAM timelines

It's grim news from the CEO of SK Hynix, then, although of course, the skeptics will quickly point out that it's the chief exec's job to talk up the company's value — in terms of a booming market and the struggle to meet demand — coming off the back of its debut on the Nasdaq. Stock prices around the big memory chip makers have been turbulent of late, it should be noted, as investors start to worry about whether these companies are currently overvalued — and indeed whether the AI boom might start to run out of momentum.

So, that's a consideration, but there's no denying that SK Hynix's boss isn't the only person making gloomy predictions along these lines. Nvidia's CEO Jensen Huang said that he expects the RAM crisis to last "quite a few years", indicating that we'll be stuck in pricing hell until 2030 or thereabouts, although others don't see it that way. In the opposing camp we notably have the likes of an AMD exec, the ex-chief of Samsung's semiconductor division, and Jefferies, an investment banking firm, who all believe RAM pricing will start to ease in 2028.

However, the sting in the tail there is that Jefferies is also predicting big memory price hikes over the rest of this year, and in 2027 too, backing up the CEO of SK Hynix in that respect. When you consider the estimated massive shortfall of SK Hynix's production capacity boost based on the rumor mill, everything feels distinctly shakier in the nearer-term for RAM pricing.

I also can't help but recall the blow Microsoft recently delivered when talking about Xbox price rises, when the company informed us that it expects another doubling in the cost of RAM in just over a year (by the fall of 2027).

While there's a mixed bag in terms of longer-term predictions, then, the outlook for this year and next remains worryingly negative on the RAM front.

• A Reddit user's Zotac GeForce RTX 5090 GPU reportedly exploded during gameplay
• The power connector wasn't damaged, but a visible burn mark was present on the PCB gold finger
• It's yet another point of concern for RTX 5090 users

Nvidia's RTX 5090 has been the subject of controversy ever since its launch, with several well-publicised cases of melting power connectors causing malfunctions — and this time, it's arguably the worst case yet.

As reported by Wccftech, a Reddit user's Zotac RTX 5090 GPU has exploded, 'five minutes' into playing the tutorial for Assassin's Creed Black Flag Resynced. Interestingly, the 16-pin power connector (often the case of the RTX 5090's woes) wasn't damaged. Instead, the user claims they heard a loud pop and crackle, followed by a cloud of smoke.

The 16-pin power connector has been blamed for several RTX 5090s melting, either due to high temperatures or connectors that aren't properly seated. It also shouldn't be a surprise that these melting complications are effectively exclusive to Nvidia's flagship GPU, since it draws a significant amount of power (575W maximum).

Instead, the PCB gold finger (the part that goes into the motherboard's PCIe slot) on the user's Zotac RTX 5090 has a visible burn mark. The cause isn't exactly clear, but speculation suggests that a crack in the circuit board may have caused the GPU to short-circuit.

Comment from r/pcmasterrace

Comment from r/pcmasterrace

Comment from r/pcmasterrace

Perhaps the most concerning aspect of this case is the suggestion from fellow Reddit users that the supposed crack and short circuit may be the result of GPU sag — and if that's the case, it should be a major concern for high-powered GPU users.

Plenty of modern GPUs, notably from third-party Nvidia partners, are quite chunky, which leaves little clearance to fit in smaller cases and, most importantly, not enough space to use GPU sag brackets.

Fortunately, the RTX 5080, RTX 4080, and RTX 4080 Super (which is the GPU I use) aren't cards that draw nearly as much power as the RTX 5090, so there isn't too much concern in terms of power connectors melting. However, if GPU sag can lead to a short circuit, it raises concern for any GPU that's heavier than most, especially the high-powered RTX 5090, as it's an additional issue to be wary of alongside melting connectors.

A melting or exploding GPU in this current PC hardware market is possibly the worst-case scenario, particularly for RTX 5090 users (who are seemingly most at risk), as prices are completely out of the affordable range due to the ongoing RAM crisis.

Frankly, it makes me want to steer clear of high-wattage GPUs completely (or at least undervolt them). TechRadar has contacted Nvidia for a response.

• A Reddit user's RTX 5090 has partially melted a PCIe riser cable
• Some of the riser cable's material is stuck on the RTX 5090's backplate
• It's not as serious a concern as connector melting issues, but it's worth being cautious about riser cable and GPU spacing henceforth

Building a new gaming PC in 2026 and beyond is a tough ask for any gamer amid the RAM crisis, and that's why this case of caution around hardware components is vital.

As reported by TweakTown, a Reddit user has reported a partially melted Lian Li PCIe riser cable due to heat from direct contact with the Asus TUF GeForce RTX 5090 backplate. The material chipped away from the riser cable is evident on the GPU's backplate, but fortunately it isn't a substantial amount.

Riser cables are an ideal solution for any PC builder aiming for a small case that can fit larger GPUs by placing them in a vertical position. In this case, the user specifically notes that the riser cable was stuck against the GPU's backplate during a routine PC cleanup, suggesting that the GPU's heat melted the riser cable's insulation.

It shouldn't come as a huge surprise that the RTX 5090 is involved in a case of components melting (even if it's very minimal). In case you've missed them, there have been several cases of GPU power cables melting with RTX 5090 GPUs, which stems from the high power draw (575 W).

It's important to note, though, that this can happen with other GPUs across AMD's Radeon and Nvidia's RTX cards, especially those that can get quite toasty under heavy load. However, Team Green's flagship is likely more prone to melting complications, made worse when using cheap riser cables or GPU power connectors.

Rtx 5090 melted riser cable from r/pcmasterrace

Fellow Redditors argue that this isn't a melting issue, as it appears the riser cable has been chipped away instead. Regardless of the exact cause, it's best to use this as an example to proceed with caution when mounting a new GPU.

If using a riser cable is required due to space limitations, users must provide enough clearance for both the GPU and the riser cable to avoid direct contact. It's a great thing that this user caught on to the matter before any real issue arose.

We've reached out to Nvidia to see if it has any comment on this particular case, but haven't received a response yet — but I'm sure the same warning of caution will be shared.

We've seen rare but far worse cases of GPUs melting, and given how expensive it would be to buy new PC hardware, I'd go so far as to suggest users be overly cautious.

• AMD is reportedly preparing a 10% price hike on graphics memory kits for Radeon GPUs
• This means retailers could increase prices of Radeon GPUs from the likes of Sapphire or Asus
• This case is yet another example of just how hard the RAM crisis is hitting the PC market

Gaming is becoming an expensive hobby for both console and PC gamers, and it's all because of the ongoing RAM crisis. Unfortunately, another manufacturer's GPU components may be the next victim of price hikes.

As reported by VideoCardz, AMD is planning a 10% price increase on graphics memory kits for its Radeon GPUs this July, according to a new post on a Board Channels forum. This means that AMD's AIB partners, such as Sapphire and Asus, will pay more for components, which might result in higher retail prices for Radeon GPUs.

The Board Channels post states that these price hikes are a result of 'tight global supply of graphics memory chips,' including the noticeable trend of 'continuously rising market prices'.

Of course, there's no confirmation from AMD on the matter just yet, but if true, it doesn't help AMD's position in the GPU market up against its fierce rival, Nvidia. Frankly, both are in a tough spot due to higher memory costs across the board, which is well established for effectively every PC manufacturer at this stage in 2026.

While most of Team Green's RTX GPUs are fairly expensive for consumers, the advantage of better upscaling technologies and raw performance when using ray tracing in games makes them more appealing, in comparison to newer Radeon GPUs.

While we await confirmation from AMD, consumers should start buying new hardware now. Both AMD and Nvidia GPUs are still expensive across several retailers, and it's a tough spot for any gamer to be in when searching for an upgrade.

However, if you don't own a gaming PC at all, it's worth keeping an eye out for several deals — and fortunately, Best Buy's 4th of July sale is already underway, and this iBuyPower Slate Intel Arc B570 gaming PC is only $899.99 on sale.

It also comes with 16GB of DDR5 RAM (which would be expensive to buy separately), and most importantly, it's using a GPU that's perfectly capable of great gaming performance at 1080p and 1440p resolutions.

When acknowledging the messy state of the PC hardware market and the prospect of more price hikes, it's hard to ignore a deal such as this, especially when Intel's XeSS upscaling has improved over the last few years — so if it were me, I wouldn't hesitate to purchase.

• Nvidia's RTX 3060 has returned to retailers, amid the ongoing RAM crisis
• MSI, Gigabyte, and Asus models reportedly started at $339.99, but have seemingly increased
• It's a sign that the current state of the PC hardware market is in complete disarray in terms of shortages and pricing

The PC and console hardware market is in the worst place its arguably ever been, with the RAM crisis leading to high prices on components utilizing memory. That's why the return of a popular GPU is one that doesn't come as a huge surprise.

As reported by Tom's Hardware, the Nvidia GeForce RTX 3060 graphics card has returned to retailers, notably on Newegg, with numerous Asus, MSI, and Gigabyte models available.

While Tom's Hardware highlights that prices for these returning GPU models were seen at $339.99 (which is $10 above the MSRP when launched), listings range from at least $416. It's already a big ask at $339 for an old graphics card that doesn't have the same advantages of the current-gen RTX 5060, so the increase won't do it much favors.

It's worth noting that the RTX 3060 has been the most popular GPU on PC, according to Steam's Hardware & Software Survey results, consistently ranking at number one each month for several years. The same trend is evident in May's results, and likely the same for June.

The 12GB GPU is still very much capable of providing solid performance in games at 1080p or 1440p, especially when using DLSS upscaling, and that explains why it's still so popular among Steam users.

However, it's not exactly being received well among consumers. My colleague and PC enthusiast, Matthew Hanson, views the return of the RTX 3060 "like a s**t Frankenstein", and frankly, it's a reasonable observation and one that highlights just how messy the PC hardware market is.

Users on Reddit haven't been shy about highlighting why the GPU's return doesn't make much sense, with one stating: "Even Nvidia enthusiasts would be hard-pressed to get this for $339.99. At that point, just get an RTX 5060.

"The only real benefit to this card is the VRAM, so we all know who this is really for - The AI crowd."

It's not that the RTX 3060 is a bad graphics card, because that's far from the case. However, at the current price the models from MSI and others are available at, it makes little to no sense, since the RTX 5060 is within the same price region, and it has the advantage of Multi-Frame Generation over the RTX 3060.

Regardless, one more option on the market doesn't hurt, especially since it doesn't seem as though its unstable condition will change anytime soon.

• Analyst Ming-Chi Kuo has added to the prevailing pessimism around the RAM crisis
• Of RAM destined for consumer electronics in 2026, an "estimated 15 – 20% is expected to shift to data centers in 2027, and that share could grow"
• Apple is trying to maneuver to use a big Chinese chip maker to shore up its RAM supply lines, we're told

Another negative sentiment has been aired about the RAM crisis, as a prominent leaker and analyst has underlined that data centers will consume even more consumer memory supply next year – and that Apple may look to China for help shoring up its RAM stocks.

Wccftech flagged that Ming-Chi Kuo posted on X, noting: "Of the memory capacity allocated to consumer electronics in 2026, an estimated 15 – 20% is expected to shift to data centers in 2027, and that share could grow."

This is part of a picture that Kuo paints, where Apple is not just worried about the cost of memory but, more specifically, the lack of memory supply, with LPDDR5 (low-power RAM for mobiles and laptops) dwindling substantially.

Kuo notes that this is the "real reason Apple is lobbying the White House to keep CXMT off the Entity List", meaning that in order to keep enough supply flowing, Tim Cook is trying to persuade the US government to allow Apple to use RAM made by the Chinese chip manufacturing giant CXMT.

In short, this isn't about pricing as such, but about "managing DRAM supply risk" in light of whatever future shipment targets Apple has for its products, whether Macs, iPhones, iPads, or anything else.

Analysis: calling the cavalry?

At the very start of the year, we were hearing about how much RAM supply data centers (and AI therein) are set to gobble up in 2026, and things aren't going to get any better for the consumer in 2027. Not if Kuo is right and something like 20% (or more) of the memory supply for consumer electronics is redirected to data centers next year. It's a worrying thought indeed, and represents an unwelcome notion of ever-increasing prices for anything that has memory inside it, from phones to PCs.

Apple is apparently trying to act to fend off the worst of the impact on its products, following its recent price hikes, and interestingly Kuo thinks that Tim Cook is very much the CEO for the job, and that this isn't a task that John Ternus, who will take the reins of Apple later this year, should be charged with.

Kuo observes: "Tim Cook is one of the few tech leaders who can still navigate both Washington and Beijing, so this is better handled before he steps down as CEO. Even if the effort goes nowhere, the media coverage can still leave the market with the impression that Apple tried but was constrained by U.S. policy. That may help ease frustration over price hikes and longer delivery times."

As for Apple's would-be Chinese chip-making savior, others have cautioned against relying on RAM from China to ease the current memory crisis. While Kuo points out that "CXMT states in its IPO prospectus that its capacity is far below domestic demand", meaning there's available supply to pipe through to the likes of Apple or other Western tech giants, that may not be the case in the future.

And as the VP of a firm that makes SSD controllers recently made clear, the Chinese government has a considerable amount of leverage over CXMT and other major memory chip makers in the country – and if the RAM crisis worsens, there may not be so much supply to be sold abroad (even if that'd be more profitable for the companies involved).

It's a complicated situation to navigate, of course, but as Kuo also touches on, this could be about Apple wanting to be seen to do something. Cook may fully realize that CXMT may not be the knight in shining armor coming to Apple's rescue, but even if it isn't, at least he's been seen making efforts to call for the cavalry.

Ultimately, with all the bleak predictions around of late – including Lenovo's assertion that RAM prices are 'never' coming back down and we're in a world of a 'new normal' for memory costs – it's difficult to believe that Apple has much room to maneuver in keeping a firm lid on the MSRPs of its Macs or other products going forward.