Rumor site FUD Zilla claims AMD's upcoming Hawaii card will have a pricing of less than $600, likely somewhere around the $549 to $599 mark. More details about the card will be revealed at an AMD press conference towards the end of September.
Unfortunately, the precise price is still not carved in stone but the general idea is to launch it at below US $600 so current best guess is that AMD might go for either US $599, $549 or even something in between. This price will put the new Hawaii based graphics card well below the Nvidia GTX 780 which is currently selling for around US $649 and higher.
This is also in line with AMD's recent move to cut the price of the HD 7990 Malta graphics cards down to US $699. While the upcoming Hawaii GPU based graphics card will be faster than the HD 7970 we doubt that it will get close to the HD 7990, at least not in games where HD 7990 actually works well in Crossfire.