Nvidia GeForce RTX 4070: A Deep Dive into Shrinkflation and Memory Changes

The concept of ‘shrinkflation’ is not new, but its application to the tech industry, particularly in graphics cards, has raised eyebrows. Shrinkflation typically refers to the practice where the price of an item remains constant while the quantity or quality of the product decreases. This phenomenon, often seen in consumer goods like food and household items, has now made its way into the realm of graphics processing units (GPUs). Nvidia’s latest release, the GeForce RTX 4070, is a prime example of this trend. The new model will feature a slightly slower memory speed, which will result in a minor decrease in performance. Specifically, the memory speed for the new RTX 4070 will be 20 Gbps, compared to the previous 21 Gbps. While this may seem like a small change, it highlights a broader trend in the industry where manufacturers are making subtle adjustments to meet market demands without altering the price point.

It’s important to note that all other components of the RTX 4070, including the graphics processor and its clock speed, will remain unchanged. This means that the core performance of the GPU will stay the same, but the slight reduction in memory speed could impact certain applications and games. GPU suppliers are not changing their product codes for the new graphics card, despite the decrease in memory speed. This decision could lead to confusion among consumers who may not be aware of the differences between the new and old models. The new RTX 4070 is labeled as using GDDR6 memory, rather than the more expensive GDDR6X found in other Nvidia cards. This subtle change is a strategic move by Nvidia to streamline their supply chain and manage costs, but it does raise questions about the transparency of such modifications.

Consumers looking to purchase the new RTX 4070 with GDDR6 memory may find it challenging to differentiate it from the previous version. The price for the new, slightly slower model is not decreasing, which means that consumers are essentially paying the same amount for a product with marginally lower performance. Nvidia claims that the change was made to meet high demand, but this explanation benefits the company and its suppliers more than the end-users. The announcement of this change was buried in a press release about unrelated products, which suggests that Nvidia may have anticipated some backlash from consumers. This lack of transparency is concerning, especially for a company that prides itself on innovation and customer satisfaction.

Despite the slight decrease in memory speed, the new RTX 4070 is expected to offer similar performance to the GDDR6X version. Nvidia has confirmed that the new model will have a memory upgrade, now featuring GDDR6 memory clocked at 20 Gbps. The card will have similar clock speeds, memory capacity, and TDP settings as the existing model. It features an AD104-251 GPU with 5888 CUDA cores and 12GB of memory attached to a 192-bit interface. While the bandwidth is slightly lower compared to the GDDR6X memory in the super variant, Nvidia claims that the performance in games will be comparable. However, no concrete data has been provided to support this claim, leaving consumers to rely on third-party reviews and benchmarks to make an informed decision.

The RTX 4070 GDDR6 will have the same 200W TDP and will support 12vhpwr or 8-pin power connectors. The expected MSRP is likely to be the same as the existing model, which is $549. This pricing strategy indicates that Nvidia is positioning the new RTX 4070 as a direct replacement for the previous version, rather than an upgrade or downgrade. None of the already announced custom designs have highlighted the GDDR6 memory specs, which could further contribute to consumer confusion. It’s crucial for buyers to be cautious and ensure they are getting the version that best meets their needs. Retailers often manipulate graphics card prices, so consumers may not notice any change in price anyway, adding another layer of complexity to the purchasing process.

Nvidia’s decision to introduce the RTX 4070 with GDDR6 memory is primarily driven by supply chain considerations. The high demand and shortage of GDDR6X memory necessitated a switch to the more readily available GDDR6. This change allows Nvidia to continue meeting market demand without significant disruptions. The company is also offering a bundle with the new RTX 4070 called ‘Star Wars Outlaws,’ which could entice gamers to opt for the new model despite the slight decrease in memory speed. The GDDR6 modules have been optimized for better performance, aiming to maintain optimal data transfer between the GPU and memory. The use of GDDR6 memory does not require any changes to power consumption, with the Total Graphics Power (TGP) remaining the same at 200W.

Performance-wise, the RTX 4070 GDDR6 is expected to be comparable to the GDDR6X variant, even at higher resolutions. There may even be a slight increase in performance in certain games, thanks to the optimization of the GDDR6 modules. The card also performs well in creator applications, making it a versatile choice for both gamers and content creators. GDDR6 memory is known for its good overclocking support, which could potentially offer even better performance for those willing to tweak their settings. Overall, the RTX 4070 GDDR6 is designed to meet the high demand for this variant and should be widely available at a similar price point as the GDDR6X variant.

The launch of the RTX 4070 GDDR6 has been relatively quiet, with Nvidia opting for a low-key announcement. This approach is likely a strategic move to avoid drawing too much attention to the slight decrease in memory speed. However, for tech enthusiasts and industry watchers, this change is significant as it reflects broader trends in the GPU market. Shrinkflation in graphics cards is a new development, and it’s worth monitoring how other manufacturers respond. Will they follow Nvidia’s lead, or will they take a different approach to managing supply chain challenges and market demands? Only time will tell, but for now, the RTX 4070 GDDR6 stands as a testament to the evolving landscape of GPU technology.

In conclusion, the Nvidia GeForce RTX 4070 with GDDR6 memory represents a subtle yet noteworthy shift in the GPU market. The practice of shrinkflation, while common in other industries, is relatively new to the tech world. Nvidia’s decision to slightly reduce the memory speed while maintaining the same price point is a strategic move aimed at managing supply chain challenges and meeting high market demand. While the performance impact is minimal, the lack of transparency and potential for consumer confusion are areas of concern. As always, it’s essential for consumers to stay informed and make purchasing decisions based on comprehensive reviews and benchmarks. Despite these challenges, the RTX 4070 GDDR6 offers a compelling option for gamers and content creators alike, balancing performance and availability in a competitive market.