According to our sources, which we simply cannot name due to obvious reasons, AMD plans to launch the upcoming Hawaii graphics card with a price that will be below US $600.
Unfortunately, the precise price is still not carved in stone but the general idea is to launch it at below US $600 so current best guess is that AMD might go for either US $599, $549 or even something in between. This price will put the new Hawaii based graphics card well below the Nvidia GTX 780 which is currently selling for around US $649 and higher.
This is also in line with AMD's recent move to cut the price of the HD 7990 Malta graphics cards down to US $699. While the upcoming Hawaii GPU based graphics card will be faster than the HD 7970 we doubt that it will get close to the HD 7990, at least not in games where HD 7990 actually works well in Crossfire.
Of course, bear in mind that AMD can change the price on the last day but we guess that we'll know for sure on 25th of September when AMD plans to officially unveil the new Hawaii GPU to the press in Hawaii.
We will, of course, keep our ear close to the ground as more rumors will surelly appear as we draw closer to the official date of the unveil.