GPU cooling supplier claims Nvidia RTX 50-series GPUs will "seize the whole market starting in December" — Auras says key components like cold plates and manifolds already adopted by Nvidia and its AIB partners

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The arrival of the RTX 50-series GPUs is imminent, with suppliers starting to deliver the final parts required to make finished products.

GeForce RTX 3090
(Image credit: Shutterstock)

According to DigiTimes Asia, some of Auras’ crucial cooling components, like cold plates and manifolds, have already been included in Nvidia’s recommended supplier list and are already being adopted by some AIB partners for the upcoming GeForce RTX 50-series (codenamed Blackwell) GPUs, which will rival the best graphics cards.

Taiwan-based cooling company Auras Technology Co., Ltd., one of the manufacturers that supply cooling components for discrete graphics cards, claims that Nvidia’s RTX 50-series GPUs may “seize the whole market starting in December.” Its chairman, Yu-Shen Lin, made this statement during its earning call last November 13, and they said that the company expects demand for its cooling products to grow across the PC, GPU, and server markets next year.

This news might be exciting for those looking forward to Nvidia’s latest graphics cards, which reportedly consume over 450 watts. If that power demand is genuine, the 50-series GPUs will likely run hotter than the previous-generation GPUs, requiring more robust cooling solutions. However, despite Auras’ (and some hardware leakers) December prediction, most indicators still point to a January 2025 launch. It is especially likely, given that Jensen Huang will be the CES 2025 keynote speaker, and there’s no better place to launch your next-generation product than at one of the world’s biggest consumer electronics trade shows.

Aside from the launch date of Nvidia’s next-generation GPUs, the company also made some healthy predictions about the state of the PC and server market next year. The company says that server-related revenue is expected to grow by 130% due to increasing sales of water-cooling systems designed for AI servers. It also expects the demand for display card cooling to grow by double digits with the launch of the RTX 50 series, while the PC sector is expected to see more conservative numbers.

Overall, Auras expects to grow by over 50% in 2025, so it’s considering expanding its presence in Mexico, adding to its existing manufacturing facilities in China, Taiwan, and Thailand.

As for its December prediction, we think Lin made this statement as the company will likely deliver cooling components for cards that month. It will help ensure that there will be enough supply for the market when Nvidia reportedly launches its latest line of graphics cards in January 2025.

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Jowi Morales
Jowi Morales
Contributing Writer

Jowi Morales is a tech enthusiast with years of experience working in the industry. He’s been writing with several tech publications since 2021, where he’s been interested in tech hardware and consumer electronics.

49 Comments Comment from the forums
  • tom2tec
    At the current price levels, not a chance the new 5090 will sell well. GPUs are already unaffordable and most games won't benefit much anyways. People are already avoiding the top cards due to excessively high prices. The executives setting these price levels are incompetent, it looks like they live in an affluent fueled fantasy where value doesn't matter. Sadly, we all know when we are being ripped right off. :(
    Reply
  • valthuer
    tom2tec said:
    At the current price levels, not a chance the new 5090 will sell well. GPUs are already unaffordable and most games won't benefit much anyways. People are already avoiding the top cards due to excessively high prices. The executives setting these price levels are incompetent, it looks like they live in an affluent fueled fantasy where value doesn't matter. Sadly, we all know when we are being ripped right off. :(

    They are not incompetent: they just don't care much.

    Nvidia, are already making all the money they need from the AI sales, so they have zero incentive to lower the prices.

    The lack of competition, doesn't help much either: as far the high-end GPUs are concerned, AMD have essentially thrown in the white towel, and are therefore unlikely to create a card better than 4090 - much less the 5090.
    Reply
  • Flayed
    I think they will sell out at launch.
    Reply
  • hotaru251
    tom2tec said:
    At the current price levels, not a chance the new 5090 will sell well.
    ppl bought em scalped in past for over 2 grand...you doubt human stupid factor.

    tbh idc about the HALO tier. I care about entry & middle tier as thats the important to industry as a whole.
    Reply
  • Elusive Ruse
    tom2tec said:
    At the current price levels, not a chance the new 5090 will sell well. GPUs are already unaffordable and most games won't benefit much anyways. People are already avoiding the top cards due to excessively high prices. The executives setting these price levels are incompetent, it looks like they live in an affluent fueled fantasy where value doesn't matter. Sadly, we all know when we are being ripped right off. :(
    The 5090s will fly off the shelves but not because gamers bought it, the overwhelming majority of the purchases will be by small scale businesses and creative individuals.
    Reply
  • DougMcC
    hotaru251 said:
    ppl bought em scalped in past for over 2 grand...you doubt human stupid factor.

    tbh idc about the HALO tier. I care about entry & middle tier as thats the important to industry as a whole.
    Was going to say the same .... they sell all they make, and it took ~1.5 years before they had made enough they weren't being scalped. Their marketing/sales almost could not do better except to raise the prices slightly to see if they could cede less to scalpers.
    Reply
  • saunupe1911
    Yeah it might be time to buy a few more stock shares as revenue is about to go up!
    Reply
  • dipique
    valthuer said:
    Nvidia, are already making all the money they need from the AI sales, so they have zero incentive to lower the prices.
    Agreed. Or, more specifically, profit per wafer is maximized by allocating most wafers to AI server chips. They are probably supply constrained for gaming chips and thus have no reason to reduce pricing.
    valthuer said:
    AMD have essentially thrown in the white towel, and are therefore unlikely to create a card better than 4090 - much less the 5090.
    I don't know about that. I think it's very possible the AMD will create a 4090-class chip. The 4090 is about 35% faster than the 7900 XTX, which is about the gain you tend to see from generation to generation.

    AMD has decided not to compete with the 5090 (and depending on the 50X0 uplift likely not the 5080 either), but the 5070 equivalent from AMD may well be faster than a 4090. Not saying it's a sure thing, just that it well within the realm of possibility.
    Reply
  • TeamRed2024
    hotaru251 said:
    ppl bought em scalped in past for over 2 grand...you doubt human stupid factor.

    There is NOTHING I do on my PC right that has me saying "I wish I had a 5090." Not a thing. My 9950X and 4090 does everything I need... games in 4K Ultra at max settings... etc... etc...

    I honestly could care less about RT and PT but for the record I haven't even had to make any adjustments to those 2 options.

    I will definitely get the 5090 at some point... but I won't be paying scalper prices because unlike the 3090 a few years ago the 4090 is a much bigger beast that can handle the current gaming market.
    Reply
  • Giroro
    TeamRed2024 said:
    I will definitely get the 5090 at some point... .
    What if it costs $3000 and consumers 50% more power for a 10% gaming improvement and slightly more VRAM?
    Reply