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Why did NVIDIA cancel the RTX 4080 12GB? In the fast-paced world of PC hardware, NVIDIA's decision to cancel the RTX 4080 12GB has stirred significant conversation among enthusiasts. The original announcement of the RTX 4090 set the stage for this major launch week, but it was overshadowed by NVIDIA's abrupt "unlaunch" of the RTX 4080 12GB—a term they coined for this unprecedented move. The video, hosted by Paul's Hardware, breaks down the implications of this decision and discusses the reactions from the tech community. The RTX 4080 12GB was anticipated as a mid-tier option in the new 40-series lineup but was deemed confusing due to its similar name to the more powerful RTX 4080 16GB. Paul reflects on the marketing missteps that led NVIDIA to this point; the statistical performance of the 12GB version was found wanting, likely positioning it incorrectly within the product hierarchy—what was essentially a 70-class GPU being branded as an 80-class.

Key Takeaways:​

1. Unlaunch Rationale: NVIDIA cancelled the RTX 4080 12GB after realizing the potential market confusion with two GPUs carrying the same brand identifier—4080. This decision appears to be a mix of listening to fan criticism and strategic business acumen to protect sales of the more powerful RTX 4080 16GB.
2. Consumer Impact: The cancellation means that consumers will now only need to consider the 16GB variant, set to launch on November 16. This streamlining of options can simplify purchasing decisions, but it also raises concerns regarding the viability of future product lines.
3. Add-in Board Partners: A notable consequence is the potential impact on board partners who may have already produced and marketed products based on the 12GB model. Paul humorously speculates that we might see RTX 4070 stickers being slapped on leftover RTX 4080 12GB inventory.
4. Rivalry with AMD: Another angle to consider is the timing of AMD's Radeon series of GPUs. NVIDIA’s cancellation could be a preemptive move as speculation grows about AMD's upcoming RDNA 3 performance, which may rival their own products.
5. Performance Highlights: Paul also highlights the outstanding performance of the RTX 4090, which was sold out shortly after launch. With a leap of 40-70% in raw rasterization performance over the previous generation, this GPU showcases NVIDIA's technological advancements, even as they'll have to navigate the altered landscape following this strategic shift.
   

   Closing Thoughts​

   This week's tech news paints a vivid picture of a rapidly evolving landscape in the GPU market. The combination of market pressures, feedback from the community, and upcoming competition has undoubtedly led to a pivotal moment for NVIDIA as well as consumers. What are your thoughts on NVIDIA's decision to cancel the RTX 4080 12GB? Do you think AMD's upcoming GPUs will rival NVIDIA's offerings? Share your insights and let's discuss!