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When a graphics card costs 400% more than it did at launch a little less than two years ago, can you actually call that PC component “alive?” Nvidia seems to think so, telling reporters that—despite multiple rumors—the GeForce RTX 5090 is still in production. As if this weren’t already enough of a shell game, you can’t even buy the best-in-class GPU from Nvidia’s own marketplace.

The line that Nvidia hasn’t discontinued its flagship graphics card comes from Nvidia’s VP of its GeForce business, Jeff Fisher. In a statement made to Taiwanese media last Friday, Fisher claimed that any rumors that the company had been ending production of the RTX 5090 are false. According to 4Gamers (via Tom’s Hardware and read with machine translation), the VP went even harder, saying “Nvidia is doing everything it can to get the product on the market.” That’s an interesting statement, considering you can’t buy any variant of the RTX 5090 on Nvidia’s own store page.

Nvidia hasn’t offered a broader picture of how consumers can actually procure its entire RTX 50-series lineup of GPUs. It doesn’t matter whether they’re the coveted Nvidia-made “Founders Edition” cards or the GPUs made by the AIC (add-in card) manufacturers. All its cards, especially those with more than 8GB of VRAM , have seen massive price hikes throughout late 2025 into 2026.

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