Technology and Science02 October, 20262 min read
Nvidia Raises Shield TV Pro Price To $299.99, Citing Higher Supply Chain Costs
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Shield TV Pro price hiked by $100 to about $299–$300. Price rise attributed to AI-driven memory and component cost surge.
Shield Pro jumps to $299
Nvidia has raised the price of the Shield TV Pro to $299.99 effective October 2, seven years after the device debuted in October 2019. Nvidia attributed the change to supply chain costs, saying, "the cost of components, including memory, has increased substantially across the industry." Nvidia has also ended production of the base Shield TV that was introduced in 2019, while Shield TV Pro was restocked at Best Buy.
“Starting October 2, SHIELD Pro will be priced at $299.”
Ars Technica said the Shield TV Pro is now $299.99, and it noted the device launched at $199.99 with a non-Pro variant at $149.99. 9to5Google reported that the Shield TV Pro remains an Android TV streamer with a lack of AV1 support, even as Nvidia continues to produce the device.
AI blamed for component costs
Ars Technica said Nvidia confirmed that generative AI has upended technology supply chains and that the Shield TV Pro price increase is tied to that shift.
Nvidia’s spokesperson told Ars, "Starting October 2, SHIELD Pro will be priced at $299. The cost of components, including memory, has increased substantially across the industry," linking the higher price directly to memory costs.
How-To Geek said Nvidia explained the move to 9to5Google as the result of the technology cost crisis prompted by the AI data center rush.
TechRadar said Nvidia’s reason for the hike is AI, quoting Nvidia’s line that "the cost of components, including memory, has increased substantially across the industry" as the driver.
Wccftech added that Nvidia is discontinuing the standard Shield TV and focusing on the Pro variant after memory and component price hikes.
What changes for buyers
Nvidia’s price move comes alongside broader streamer price increases, with 9to5Google saying Google TV Streamer saw a price hike to $149 and that Apple TV 4K and various Roku streamers also saw price hikes earlier this year. How-To Geek said the Apple TV 4K jumped from $129 to $199 and the Google TV Streamer surged from $100 to $150, while Roku’s Streaming Stick moved from $30 to $40. TechRadar said the Shield TV Pro list price is now $299, and it described the lower-tier Shield TV as officially discontinued.
“We’ve also stopped producing the standard SHIELD TV model as we focus on production for SHIELD TV Pro.”
Android Authority said the Shield TV Pro is now listed at $299.99 on Amazon and Best Buy, describing it as a roughly $100 increase over the previous $200 asking price. Wccftech said Nvidia has stopped producing the standard SHIELD TV model as it focuses on production for SHIELD TV Pro, while keeping the Pro’s Tegra X1 SoC, 3 GB of memory, and up to 16 GB of storage.