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According to the latest news, NVIDIA is planning to discontinue its flagship GeForce RTX 4090 and RTX 4090D GPUs starting next month (October), a move that is seen as a preparation for the upcoming release of the next-generation RTX 5090 and RTX 5090D GPUs.

The GeForce RTX 4090 GPU has held the top spot in the GPU market since its launch in October 2022, and its superior performance has yet to be surpassed by its competitors. However, the dominance of this top gaming solution is coming to an end as the next generation approaches.

NVIDIA and its partners are reportedly preparing to discontinue the RTX 4090 series, with supply shortages expected in November. While the discontinuation plans have not been officially announced, retailers are already anticipating that the pricey GPUs may be tightly stocked, which could even lead to further price increases.

The discontinuation process will help AIB's partners reduce their existing inventory of high-end GeForce RTX 40 ‘Ada’ GPUs and focus on preparing for the next-generation release. The RTX 5090 is said to replace the RTX 4090 globally, while the RTX 5090D series will replace the RTX 4090D in China.

Market analyses suggest that the discontinuation of the RTX 4090 series could lead to inventory shortages after November, which could drive up prices in the market. For the Chinese market, only the RTX 4090D model will be affected. Consumers are advised to act early if they have a need to buy in order to avoid possible supply shortages in the future.

Meanwhile, NVIDIA's GeForce RTX 40 ‘SUPER’ series is doing well in German DIY sales, especially the 4080 SUPER version, which is more popular than the AMD Radeon RX 7000 series. The high value of the RTX 4090 is also reflected in the fact that a Chinese AI startup chose the RTX 4090 GPU over NVIDIA's H20 accelerator.