{"id":1689831,"date":"2026-09-11T14:56:31","date_gmt":"2026-09-11T14:56:31","guid":{"rendered":"http:\/\/ACFoPa8uCmxJgUwwwe2YDe"},"modified":"2026-09-11T14:56:31","modified_gmt":"2026-09-11T14:56:31","slug":"defying-common-wisdom-people-have-been-buying-more-high-end-graphics-cards-despite-rising-prices-with-12-5-million-shipped-last-quarter-alone","status":"publish","type":"post","link":"https:\/\/arcader.org\/news\/defying-common-wisdom-people-have-been-buying-more-high-end-graphics-cards-despite-rising-prices-with-12-5-million-shipped-last-quarter-alone\/","title":{"rendered":"&#8216;Defying common wisdom&#8217;, people have been buying more high-end graphics cards despite rising prices, with 12.5 million shipped last quarter alone"},"content":{"rendered":"<article>\n<p>If you&#8217;ve been keeping up with the headlines, then you know gaming hasn&#8217;t been Nvidia&#8217;s main priority for some time now. Given that <a href=\"https:\/\/www.pcgamer.com\/software\/ai\/i-barely-remember-the-last-time-nvidia-mentioned-gaming-at-all-in-an-earnings-call\/\" target=\"_blank\">its data centre segment made $89 billion in Q2 of 2026<\/a>\u2014an eye-watering 93% of the company&#8217;s total revenue that quarter\u2014it&#8217;s not super surprising that Nvidia is all-in on AI. What may be surprising though is that, even after this shift in focus, Nvidia is still king when it comes to consumer GPUs.<\/p>\n<p>That&#8217;s according to <a href=\"https:\/\/www.jonpeddie.com\/news\/q226-pc-graphics-aib-shipments-increased-10-from-last-quarter-to-12-million-units\/\" target=\"_blank\">the latest report from John Peddie Research<\/a>; even though Nvidia&#8217;s market share did decrease by 0.01% last quarter, the company is still holding on to a 90% share of the graphics &#8216;Add-in Board&#8217; (AIB) market. AMD has 8%, while Intel enjoys a 2% slice of the pie.<\/p>\n<p>For those a little unclear, an &#8216;add-in board&#8217; (AIB) can mean <em>anything <\/em>you plug into your PC to improve performance, and GPUs definitely fall into that category. When companies refer to AIB GPUs, they&#8217;re typically distinguishing them from integrated ones like you&#8217;ll find in laptops, for instance.<\/p>\n<div style=\"min-height: 250px;\">\n<div class=\"kwizly-quiz kwizly-XYklvW\"><\/div>\n<\/p><\/div>\n<p> <script src=\"https:\/\/kwizly.com\/embed\/XYklvW.js\" async><\/script><\/p>\n<p>The JPR report adds that during the second quarter, the &#8220;growth of the global PC-based graphics add-in board market reached 12.5 million units.&#8221; That&#8217;s a 10% increase from the quarter before. Not only that, but the likelihood of someone picking up an &#8216;add-in board&#8217; in addition to a desktop PC was up to 89%, a 23% quarter-over-quarter increase.<\/p>\n<p>Given that it has been genuinely more affordable for me to <a href=\"https:\/\/www.pcgamer.com\/hardware\/graphics-cards\/it-is-genuinely-cheaper-for-me-to-fly-to-quakecon-and-buy-a-rtx-5090-at-the-nvidia-booth-than-pick-up-the-gpu-absolutely-anywhere-else\/\" target=\"_blank\">hop on an international flight to either QuakeCon<\/a> or <a href=\"https:\/\/www.pcgamer.com\/hardware\/graphics-cards\/once-again-it-is-genuinely-cheaper-for-me-to-fly-to-pax-west-and-track-down-nvidias-geforce-evangelist-rather-than-buy-the-rtx-5090-anywhere-else\/\" target=\"_blank\">PAX West<\/a> rather than buying one of Nvidia&#8217;s RTX 50-series cards absolutely anywhere else, colour me surprised that GPUs remain such a hot-ticket item. I&#8217;m not the only one, as Dr. Jon Peddie himself described the trend of high-end GPU sales spiking even as prices rise as straight-up &#8220;defying common wisdom.&#8221;<\/p>\n<figure class=\"van-image-figure inline-layout\" data-bordeaux-image-check >\n<div class='image-full-width-wrapper'>\n<div class='image-widthsetter' style=\"max-width:3291px;\">\n<p class=\"vanilla-image-block\" style=\"padding-top:56.24%;\"><img loading=\"lazy\" decoding=\"async\" id=\"uJa2eJRhCQq8cApckUnPtE\" name=\"nvidia-rtx-5090-02\" alt=\"Nvidia RTX 5090 Founders Edition graphics card on different backgrounds\" src=\"https:\/\/arcader.org\/wp-content\/uploads\/2026\/09\/defying-common-wisdom-people-have-been-buying-more-high-end-graphics-cards-despite-rising-prices-with-12-5-million-shipped-last-quarter-alone.jpg\" mos=\"\" align=\"middle\" fullscreen=\"\" width=\"3291\" height=\"1851\" attribution=\"\" endorsement=\"\" class=\"inline\"><\/p>\n<\/div>\n<\/div><figcaption itemprop=\"caption description\" class=\" inline-layout\"><span class=\"credit\" itemprop=\"copyrightHolder\">(Image credit: Future)<\/span><\/figcaption><\/figure>\n<p>The report excerpt doesn&#8217;t go into detail about <em>which <\/em>GPUs folks are still buying, so there&#8217;s also a chance that many PC gamers are choosing to forego the latest upscaling and frame-gen tech in favour of an older card that&#8217;s more reasonably priced. Then again, perhaps not; when we put it to a poll in August, <a href=\"https:\/\/www.pcgamer.com\/hardware\/graphics-cards\/theres-a-looming-gpu-supply-crisis-which-means-prices-are-likely-to-get-a-whole-lot-worse-and-its-not-just-because-of-memory\/\" target=\"_blank\">56% of you were willing to pay over $600 for a graphics card, while 19% would spend over $1000<\/a>.<\/p>\n<p>Anyway, it&#8217;s worth comparing and contrasting the GPU increase to desktop PC CPU shipments, which dipped to 14 million units. Considering this is a 10.5% quarter-over-quarter drop, and a 33% year-to-year decrease, it&#8217;s still pretty stark.<\/p>\n<p>Dr. Peddie himself posits, &#8220;Our theory is consumers rushed to buy AIBs before the prices went any higher, as the war in Iran is driving prices up in all segments.&#8221;<\/p>\n<p>The 2026 Iran War and the Strait of Hormuz crisis has been ongoing since February, <a href=\"https:\/\/www.pcgamer.com\/hardware\/heres-how-the-iran-war-is-hitting-key-supplies-for-components-according-to-supply-chain-experts\/\" target=\"_blank\">making it difficult to secure various components<\/a>. Constrained supply means rising prices\u2014like <a href=\"https:\/\/www.pcgamer.com\/hardware\/motherboards\/great-now-motherboard-prices-might-be-next-to-spike-thanks-to-component-costs-increasing-by-up-to-50-percent\/\" target=\"_blank\">those rumoured to be on the way for motherboards<\/a>. While I&#8217;ve no doubt this could encourage more impulsive purchase decisions, I&#8217;m not sure if we&#8217;ll see a similar shipment spike for motherboards.<\/p>\n<\/article>\n<p><a href=\"https:\/\/www.pcgamer.com\/hardware\/graphics-cards\/defying-common-wisdom-people-have-been-buying-more-high-end-graphics-cards-despite-rising-prices-with-12-5-million-shipped-last-quarter-alone\/\">Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you&#8217;ve been keeping up with the headlines, then you know gaming hasn&#8217;t been Nvidia&#8217;s main priority for some time now. Given that its data centre segment made $89 billion in Q2 of 2026\u2014an eye-watering 93% of the company&#8217;s total revenue that quarter\u2014it&#8217;s not super surprising that Nvidia is all-in on AI. What may be surprising though is that, even after this shift in focus, Nvidia is still king when it comes to consumer GPUs. That&#8217;s according to the latest report from John Peddie Research; even though Nvidia&#8217;s market share did decrease by 0.01% last quarter, the company is still holding on to a 90% share of the graphics &#8216;Add-in Board&#8217; (AIB) market. AMD has 8%, while Intel enjoys a 2% slice of the pie.&hellip;<\/p>\n<p class=\"excerpt-more\"><a class=\"blog-excerpt button\" href=\"https:\/\/arcader.org\/news\/defying-common-wisdom-people-have-been-buying-more-high-end-graphics-cards-despite-rising-prices-with-12-5-million-shipped-last-quarter-alone\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":1689832,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[336],"tags":[791,66],"class_list":["post-1689831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pc-gamer","tag-graphics-cards","tag-hardware"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>&#039;Defying common wisdom&#039;, people have been buying more high-end graphics cards despite rising prices, with 12.5 million shipped last quarter alone | Arcader News<\/title>\n<meta name=\"description\" content=\"If you&#039;ve been keeping up with the headlines, then you know gaming hasn&#039;t been Nvidia&#039;s main priority for some time now. 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