Nvidia Raises Shield TV Pro Price to $300, Blaming Rising Component Costs

Nvidia has raised the price of its Shield TV Pro streaming set-top box from $199.99 to $299.99, citing rising hardware component and memory expenses across the technology sector, as reported by Wired (https://www.wired.com/story/7-year-old-tv-now-100-dollars-more-expensive-thank-ai/).

The Shield TV Pro, which last received a hardware refresh in 2019, runs Android TV on Nvidia's Tegra X1+ processor with support for AI video upscaling and hardware media decoding. The device initially launched alongside a standard $149.99 model that has since been discontinued, leaving the Pro as the company's only remaining dedicated media player.

Nvidia confirmed the price adjustment took effect on October 2. 'The cost of components, including memory, has increased substantially across the industry,' an Nvidia spokesperson told Ars Technica regarding the $299 price point.

The price increase affects ongoing production rather than existing warehouse inventory. In an interview with Ars Technica earlier this year, Nvidia executive Andrew Bell explained that the company still manufactures new Shield units to meet ongoing demand and lacks a pre-existing stockpile of older components, leaving new production runs exposed to current market component prices.

The broader consumer electronics hardware sector has faced similar upward pricing pressure. Major console manufacturers including Nintendo, Microsoft, and Sony have raised hardware prices, with Sony's PlayStation 5 Pro rising from its $699.99 launch price in 2024 to $899.99.

Shield TV Pro inventory has remained limited over recent months. While the device is currently listed as out of stock on Nvidia's direct web store, units at the revised $299.99 price have appeared through third-party retailers including Best Buy.