renz496 :
then look at the launch price of Fury X. titan x was at 1k. back then some people expecting 980Ti will be in the $800 range. but suddenly nvidia launch 980ti ahead of amd fury x at $650. that is even cheaper than 780ti debut price. if we look at AMD history they usually undercut nvidia price even if the performance is end up on the same level (7970 is the only exception). 290X was priced at $550 when GTX780 was $600. 390X 8GB was priced at $420 vs 980 at $550. then why Fury X did not undercut 980Ti pricing but instead have the same price at $650? that's a sign that AMD probably did not want to price Fury X lower than that but they also cannot price it higher because competition from 980Ti. and then MSRP for Nano at launch also $650. the card is slower than Fury X, no AIO cooler and yet why AMD want to sell them at such high price?
http://www.anandtech.com/show/9621/the-amd-radeon-r9-nano-review
they were probably cheap from customer point of view when compared to nvidia product but it doesn't mean it is also cheaper for AMD to make them. there are early rumors indicating that AMD intend to sell Fury X in the range of $800-$900 competing directly with nvidia titan x. just like titan is nvidia premium product it seems AMD also intend Fury to be their premium product. hence the Fury naming instead include the card in the R 300 series.
So the Fury X cost an arm and a leg because it cost the same as the 980 Ti that was surprisingly cheap, while the Fury X included AIO watercooling?
The Fury X was indeed AMD's Titan X. Same size chip, and added cost from watercooling and HBM. Yet it cost far less, and matched Nvidia's surprisingly cheap cut-down card, in fact undercut it once you account for the watercooling.
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The R9 Nano used binned chips and was in a niche market segment where there was no relevant competition from the Fury cards or 980 Ti etc. So AMD could charge a premium. At least they could for a little while, but it's a tiny niche and they soon had to cut the price.
And yes, the Fury cards were probably costly for AMD to make. But as I said, that didn't show up in the price tag. So why are you saying it will definitely show up in the price tag now? If anything, history teaches us that it will not.