One of the problems faced by NVIDIA's Pascal lineup is that there are precious few cards available in retail stores. Due to the low supply, inventories sell out very fast and this has encouraged retailers to jack up prices far above the official $699 MSRP for the GeForce GTX 1080 Founders Edition. Some cards are selling for upward of $900, for example.
TweakTown spoke to its sources and got to hear the price gouging will likely continue for many weeks to come as supply issues won't be resolved until late July or early August.
If AMD manages to flood the market with $199 - $249 Radeon RX 480 cards, this could put NVIDIA in a difficult situation:
But where to from here? If NVIDIA is going to have stock shortages on the GP104-powered GeForce GTX 1070 and GTX 1080, then that means that AMD could come in and really fling things around with the release of the Radeon RX 480. The reason being, is that the RX 480 is going to cost just $199 - but then there's a huge issue here. For AMD to be successful for that month of NVIDIA's low stock, they need to have plenty of RX 480s to go around, and not have shortages of their own. This is only going to result in a price war between NVIDIA and AMD, and it could lead to NVIDIA releasing the GeForce GTX 1060 earlier than anticipated, to fight off the RX 480.