The price of Nvidia's high-end GeForce GTX Titan and 780 graphics cards is set to fall following the announcement of AMD's new R9 and R7 models, reports suggest.
Nvidia may lower the prices to maintain its share in the high-end graphics card market, sources told Digitimes.
The vendor is also expected to release two new GPUs in November to defend the $199-249 and $99-149 segments in the US, to compete with rival AMD.
However, it's rumoured that AMD has another four models up its sleeve in a bid to counter any possible competitive movement from Nvidia.
AMD has already announced six new GPUs (the Radeon R9 290X, R9 290, R9 280X, R9 270X, R7 260X and R7 250), and may introduce four more, including the R9 270 and R7 240.
AMD's high-end R9 290X is expected to be priced at around $549 in the US in order to compete with Nvidia's GTX 780 ($599) and higher-priced GTX Titan (around $1,000).
Trade sources were "optimistic" for graphics card sales in the next six months.