Weak demand and stiff competition from NVIDIA's offerings could lead to AMD discontinuing its flagship graphics card, the Radeon HD 7990 "Malta," by the end of Q3 (end of September). The card was launched just this April, as a redux of last year's misfired Radeon HD 7990 "New Zealand," after getting power draw and performance-per-Watt right. Availability of Radeon HD 7990 has been greatly slimmed, so inventories dry out by the end of Q3. Radeon HD 7990 is commanding a steep four-figure price that's on-par with NVIDIA's offerings that it's trying to compete with, GeForce GTX TITAN, and GTX 690. Rather than lowering prices of the card to make it competitive, AMD decided to discontinue it, within a fixed time frame (Q3). Perhaps it's an indication of AMD's rumored Radeon HD 9000 series' October arrival not being a unicorn?