NVIDIA is preparing to raise prices across its AI server lineup, according to a Bloomberg report. Some of the company's largest customers have reportedly been told that prices for servers built around NVIDIA's AI chips will climb by more than 15% in many cases, driven largely by soaring memory costs.
The increases are set to take effect for systems shipped starting early next year and will affect products built around NVIDIA's flagship Vera Rubin and Grace Blackwell platforms. How much any given system's price rises will reportedly depend on the chip generation involved and its memory configuration.
The companies that assemble these servers under contract for major data centre operators, including Microsoft, Google, and Oracle, have already begun notifying their customers of the coming increases. NVIDIA has not commented on the report.
The price hikes highlight a shift in bargaining power within the AI hardware supply chain. Apple and Qualcomm have both recently cited rising component costs as a reason for raising their own product prices. Morgan Stanley analysts have noted that GPUs once made up more than 80% of AI server costs, but that share has fallen closer to half in newer systems as memory increasingly drives overall pricing.
NVIDIA has reportedly secured multi-year supply agreements with SK Hynix and Micron for HBM and DRAM, potentially locking in supply even as memory prices climb. That gives NVIDIA some protection against shortages, but it doesn't necessarily shield its customers from higher costs. DRAM contract prices are expected to rise 13-18% quarter over quarter in the third quarter of 2026 alone, with increases likely continuing into 2027.
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Analysts cited by Hankyung suggest that higher chip prices could eventually cool AI infrastructure demand, which in turn could help slow the broader run-up in memory prices. For now, though, NVIDIA's biggest customers, several of which are simultaneously developing their own in-house chips, remain dependent on its hardware for their data centre buildouts and on the same memory suppliers driving up costs across the industry.
