In this paper we are concerned about the ways GCH can fail in relation to rank-into-rank hypotheses, i.e., very large cardinals usually denoted by I3, I2, I1 and I0. The main results are a satisfactory analysis of the way the power function can vary on regular cardinals in the presence of rank-into-rank hypotheses and the consistency under I0 of the existence of j:Vλ+1≺Vλ+1\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$${j : V_{\lambda+1} {\prec} V_{\lambda+1}}$$\end{document} with the failure of GCH (...) at λ\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$${\lambda}$$\end{document}. (shrink)