When and what GPU should I buy?

[Sleepybunker]

I currently have a Sapphire R9 280 3GB, in my PC. Its worked great and at the moment can handle all games at 1080p 60fps medium - ultra settings. It should easily be able to run the big line up of games coming late this year, but probably only around medium to high settings. I definitely want to buy a new GPU in the next year or so. I want to know if their is a new generation of GPU's coming soon and what one should I get. I want a med to high end card, not going past about $500 USD. Any recommendations. I was looking at the GTX 970 or 980 and the r9 380 or 390.

 

[D4V3_G]

GTX 1070, no debate here

 

[Sleepybunker]

GTX 1070, no debate here

That looks like what I'm looking for, thanks. Although it might be bottlenecked by my CPU i5-4460, I shouldn't be too bad and I will be upgrading that after my GPU to like i5 5th or 6th gen.
Recommend any brands of the 1070?

 

[D4V3_G]

GTX 1070, no debate here

That looks like what I'm looking for, thanks. Although it might be bottlenecked by my CPU i5-4460, I shouldn't be too bad and I will be upgrading that after my GPU to like i5 5th or 6th gen.
Recommend any brands of the 1070?

Recommend going with either ASUS or EVGA.
P.S It it very unlikely that it will bottleneck.