Nvidia Hikes Price of 7-Year-Old Shield TV Pro by $100, Blames AI-Driven Costs
Nvidia is raising the price of its long-running Shield TV Pro streaming box to $299.99 starting October 2, a $100 increase, citing industry-wide jumps in memory and component costs tied to the AI boom.
Nvidia has announced a significant price increase for its Shield TV Pro streaming device, which first launched back in 2019. Starting October 2, the device will retail for $299.99, up from its previous price of $199.99 — a $100 jump.
The Shield TV Pro runs Android TV and offers AI-powered video upscaling along with hardware decoding support for a wide range of media formats. Despite using an aging Tegra X1+ processor, the device has remained a capable performer for streaming purposes. A cheaper, non-Pro version that originally sold for $149.99 has already been discontinued.
A company spokesperson confirmed that the price hike stems from rising component costs, including memory, across the entire industry. Nvidia continues to actively manufacture the Shield and sells every unit it produces, but unlike companies with stockpiles of older, pre-AI-boom components, new Shield units are subject to the same supply chain pressures currently affecting smartphones and computers.
The situation carries a notable irony: Nvidia itself is one of the key drivers behind the AI infrastructure boom that has pushed component prices higher industrywide, and its own product is now among those affected. Similar price increases have hit other electronics recently, including gaming consoles — Sony's PS5 Pro, for instance, rose from $699.99 at its 2024 launch to $899.99 today.
Stock of the Shield TV Pro has been limited in recent months, likely because rising component costs made manufacturing new units increasingly difficult to justify at the old price. The higher price point may make continued production more viable for Nvidia, but it also makes an already niche streaming device a harder sell for casual users who simply want a basic way to stream services like Netflix. The device remains available at retailers such as Best Buy at the new price, even while out of stock directly from Nvidia.
