In response to release of AMD Radeon R9/R7 graphics cards, NVIDIA has cut prices of two mid-range GeForce graphics card, GTX 650 Ti Boost and GTX 660.
GTX 650 Ti Boost 2GB version is now priced at $149, making it better value than a lower class AMD's new Radeon R7 260X at $139. GTX 650 Ti Boost 1GB version now retails at $129. Higher end GTX 660 price was cut to $179, putting it $20 below AMD's new Radeon R9 270X.
Unfortunately, NVIDIA didn't cut prices of upper segment GTX 770 and GTX 760 cards. They are still priced at $249 and $399 respectively. To successfully compete with R9 280X, GTX 770 should be priced at about the same level, around $299 mark while GTX 760 could also use a price drop, though, not as big. Even though its direct competitor, R9 270X, is one step below in terms of performance, $50 premium of GTX 760 over R9 270X sounds too steep. That said, $229 sounds like a fair price for a GTX 760.
In addition to price cuts, NVIDIA might fill the gap between GTX 760 and GTX 770 with a new graphics card, possibly called GTX 760 Ti. It would be similar to GTX 670 and feature GK104 GPU with 7 SMX units enabled making a total of 1344 CUDA cores, perhaps higher GPU and/or memory clocks than GTX 760.
Then there's also rumors about possible GTX TITAN ULTRA and GTX 790 graphics cards. Former would feature fully unlocked GK110 GPU with 2880 CUDA cores, while latter is rumored to have two cut down GK110 GPUs. Both these cards are highly unlikely to actually see the release, but enthusiasts can dream, can't they?