Nvidia is delaying the launch of its lowest cost GPU, the GeForce RTX 3070. The reason is to avoid the type of backlash the company already encountered when the RTX 3080 and RTX 3090 quickly sold out. The original release date was to be October 15, 2020 and the delay should allow extra time for manufacturing and logistics to get stock to shelves and ready for shipping.
Nvidia’s last two product launches saw overwhelming demand and existing stock of the two most powerful new cards, the GeForce RTX 3080 and RTX 3090, was rapidly exhausted. With the first of the new 30 series releases, the RTX 3080, Nvidia stated that bots and scalpers were partially responsible for the poor customer experience. Some customers received invitation emails after the product was already sold out. Nvidia admitted that its store needed to be updated to handle those situations better and vowed to do so. The RTX 3090 launch was preceded by an announcement from Nvidia stating the company expected its high-end GPU to sell out quickly, even though it was not originally anticipated to be as popular when production first started. Nvidia did, in fact, sell out of the $1500 card quickly.
Having learned this lesson, Nvidia has taken a different approach with the Nvidia GeForce RTX 3070. The cheapest GPU from the new 30 series is expected to be the fastest selling of all and has now been delayed by two weeks. Instead of launching on the original October 15 date, the RTX 3070 will go on sale on Thursday, October 29. In the announcement, the chip manufacturer acknowledged that this may be disappointing for eager customers, but felt that the delay will allow more global partners to get the RTX 3070 in gamers hands on launch day.
Supply, Demand & Managing Expectations
For Nvidia, as with any manufacturer, there is a delicate balancing act involved in producing the correct quantity of products. Of course, a business wants to make as many of a product as can be sold, as quick as it can be sold. However, leaving products on a shelf is a problem. While a few might not have an impact, hundreds or thousands of products can take a toll on a company. It’s the old rule of supply and demand. If there are too many, the price has to drop. If there are too few, the price typically goes up, but that can’t be done on or before launch day while keeping customers happy. Delaying a product is also a risk, but in this case, it was likely the correct decision.
Nvidia is painfully aware that its image has been sullied by the ongoing stock issues. What would normally be a happy moment for a manufacturer, was met with disappointment and anger from the gaming community. A product that is so in demand that it sells out in seconds makes shoppers angry. Customer comments about Nvidia’s announcement of a delayed launch of the GeForce RTX 3070 were largely positive. Most expressed a bit of disappointment, but agreed that delaying was better than another experience like the previous two launches, which led to many customers voicing their frustrations on social media.
