'We want to be as aggressive as possible, right?' says AMD GPU boss of the Nvidia-baiting pricing of the RX 9060 XT, calling it 'a tremendous value proposition to all our fellow gamers'

AMD's graphics chief, Jack Huynh, at the AMD Computex 2025 press briefing — (Image credit: AMD)

I got the chance to sit down at a roundtable discussion with AMD's senior vice president and general manager of the computing and graphics group, Jack Huynh, not long after he spoke on stage at Computex 2025. I asked him about AMD's competitive pricing for the RX 9000-series, in particular the newly-announced RX 9060 XT:

"It's part of strategy, building scale. We want to be as aggressive as possible, right? And offer a tremendous value proposition to all our fellow gamers.

It's an interesting mix of strategic thinking. On the one hand, aggressive pricing—on the other, a launch of a product that Huyhn and the rest of the AMD folk I chatted to seem immensely proud of, and which seems to have been under development for some time.

Performance graphs at AMDs Computex 2025 presentation for the RX 9060 XT vs the RTX 5060 Ti at 1440p. — (Image credit: AMD)

Whether that leads to a successful AMD GPU launch? Time will tell. However, AMD's aggressive pricing strategy, combined with a determination to focus on the budget to mid-range GPU market, certainly seems to be building goodwill with many gamers who feel priced out by many of the current cards on the market—especially with retailers putting significant markups on the MSRPs amid ongoing availability constraints.

So, could said availability issues plague the RX 9060 XT, too? Perhaps not. I was told that AMD has been working hard with its board partners to ramp up volume ready for launch day, and that having lots of availability on day one is regarded as key.

Computex 2025

The Taipei 101 building and Taipei skyline in Taiwan. — (Image credit: Jacob Ridley)

Catch up with Computex 2025: We're stalking the halls of Taiwan's biggest tech show once again to see what Nvidia, AMD, Intel, Asus, Gigabyte, MSI and more have to offer.

We'll see in practice whether this holds out come June 5, of course, but AMD seems to be taking this launch particularly seriously. After all, if scale is the goal, then the number of budget cards available for hungry, price-conscious buyers may well make or break its success.

The RX 9060 XT, then. An aggressively-priced, performant little GPU for the every-gamer? We'll see for ourselves when we get hold of one for testing. One thing's for sure, though: AMD seems to have a spring in its step at the moment, from the bottom all the way to the very top.

Andy built his first gaming PC at the tender age of 12, when IDE cables were a thing and high resolution wasn't—and he hasn't stopped since. Now working as a hardware writer for PC Gamer, Andy spends his time jumping around the world attending product launches and trade shows, all the while reviewing every bit of PC gaming hardware he can get his hands on. You name it, if it's interesting hardware he'll write words about it, with opinions and everything.

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