Nvidia is contemplating cutting the price of its high-end graphics cards including the GeForce GTX 970, 980 and 980Ti, according to rumours.
The 970 and 980 were launched late last year and prices have remained steady in the UK due to ongoing demand for the cards.
Nvidia revealed its top-end 980Ti a few weeks back, but may revise its pricing in light of AMD's new Fury X.
PCR previously reported that this would happen, with sources close to Nvidia suggesting the price of the 980 could fall to £299 in the UK.
While prices of the 970, 980 and 980Ti are 'competitive' in the US, says Kitguru, they are higher in other countries like the UK, so could get a price slash in certain countries.
AMD cut the price of its 290 series of graphics cards last year, following the launch of the Nvidia 970 and 980, but could drop these prices further if Nvidia decides to lower its prices first.