AMD might’ve already lost the war with the RX 9070 XT

It looks like I may have played myself again. I was genuinely excited about AMD’s RX 9070 XT, but now, I’m starting to worry about its future. I always knew that the new AMD flagship wouldn’t be able to compete against some of Nvidia’s best graphics cards, but I had a lot of hope that it’d still be a great competitor for a number of other reasons.

I’m not doubting the performance of the RX 9070 XT. I have no reason to, as we don’t know a thing about it — and that’s exactly why I’m worried. Not only are the GPUs still a complete mystery, but they’ve also reportedly been delayed. At this rate, I fear that AMD may have lost the war before it even started, and I’m not alone.

What’s going on with RDNA 4?

I felt pretty excited for the RX 9070 XT, but so far, the launch of RDNA 4 has been a harsh lesson in managing your expectations.

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First, the GPUs barely got a mention during AMD’s 45-minute-long CES 2025 keynote. Then, the few slides that AMD released to the press offered very little information; we basically only learned a little bit about the RDNA 4 architecture and AMD’s performance goals. The information was vague, too — think “improved ray tracing performance” and the like.

The GPUs themselves were spotted at CES, but only those made by AMD’s partners, and they didn’t come with any specifications. So, at this stage, it’s been revealed that the RX 9070 XT comes with three fans in its Gigabyte design. That’s… not a lot.

But wait — there’s hope, or so I thought. AMD told DailyTech that RDNA 4 would be released “in a matter of weeks,” and that the company thought that the new RX 9000 series deserved its own event. But only silence has followed.

The first update came not from AMD itself, but from B&H. The retailer put the RX 9070 XT up for sale with a January 22 preorder date. The cards had been taken down, but then they reappeared with a release date of March 22. Finally, this tracks.

Radeon 9000 series hardware and software are looking great and we are planning to have a wide assortment of cards available globally. Can’t wait for gamers to get their hands on the cards when they go on sale in March!

— David McAfee (@McAfeeDavid_AMD) January 20, 2025

David McAfee, AMD’s vice president and general manager of the Ryzen CPU and Radeon graphics division, revealed on X (Twitter) that the cards will go on sale in March. McAfee later added that AMD is holding onto the GPUs a little while longer in order to optimize their software stack, including FSR 4.

Meanwhile, various leakers and tipsters are having a field day with AMD’s troubled RDNA 4 launch. Recent whispers point to AMD still holding off to see how Nvidia fares. At this rate, AMD will likely get to see the RTX 5070 Ti and the RTX 5070 in their full glory before it launches the RX 9070 XT.

AMD wanted to announce its new graphics cards alongside Nvidia, but it clearly didn’t have a solid plan for actually releasing them. Now, we’ve had to cobble together various ideas about the cards from leaks, board partners, and social media posts, which doesn’t inspire a lot of confidence.

I’m losing faith, and I’m not alone

Not even, a proper announcement with slides of performance, features. Could be even "price will be reveled at, a later date". This is so bad PR… i have no words.

— Tomasz Gawroński (@GawroskiT) January 20, 2025

Sitting at over 500 likes, a comment from GawroskiT on X makes a dig at AMD’s PR team. “Not even a proper announcement. […] This is [such] bad PR. I have no words.”

Another user, PlaysRingle, promises to ditch AMD for Nvidia based on how things are going. “AMD is going to make me upgrade my RX 7900 XTX to an RTX 5080. I can’t keep defending AMD when it keeps doing these things.”

I know that I’m being fairly critical of AMD here myself, but I can’t help feeling bad when reading these comments and seeing the reactions. Some of it is really quite harsh, such as this comment from noremac258: “Does AMD ever not fail to capitalize on an opportunity? […] AMD’s graphics division is a disaster.”

What ARE you guys doing? What sort of "marketing" is this "stealth" reveal??? Your CES presence was so uninformative you’d have been better off not showing up at all, and all we get since then is THIS?

— DGBurns (@davidgburns) January 21, 2025

I tried to find more supportive comments, but there are very few of those to be found.