When AMD launched their Fiji based lineup last year, many were pleased with the performance. The use of HBM helped the Fiji cards helped them achieve better power efficiency while still maintaining the advantages of GCN. The biggest concern at the time was that Nvidia had just cut prices on their GTX 980 and 980Ti, making the Fury and Fury X somewhat disadvantaged. With the launch and holiday season behind us, it looks like AMD is finally deciding to cut prices on the vanilla Fury.
According to the rumours, this price drop is set to happen imminently and meant to better position the Fury against the GTX 980. That card currently retails about 10-20% cheaper than the Fury though the Fury does manage about 10-15% better performance overall. If the price drop comes, the Fury may offer more value relative to the GTX980.
A price drop now does make sense as Polaris is going to arrive in a few months. Cutting the prices to get rid of some inventory will help AMD and their partners be better prepared once Polaris arrives. AMD also recently cut prices on the R9 Nano as well so a cut for the Fury isn’t out of the question. Who knows, maybe the Fury X may its prices slashed as well.