Nvidia raised the price of its Shield TV Pro by $100 to $299.99, effective immediately, due to increased component costs. The most recent version of the Shield streaming box, launched in 2019, now faces higher prices as the AI-driven supply chain reshapes hardware costs.
The Shield TV Pro, which originally launched at $199.99, now costs $299.99, reflecting the broader trend of rising prices for devices with memory or storage. Nvidia confirmed the price hike, stating that the cost of components, including memory, has increased substantially across the industry.
The Shield TV Pro runs Android TV with AI upscaling and hardware decoding for various media types, despite using an aging Tegra X1+ processor. While the processor was fast for a media streamer, the device’s price has risen as component costs have surged, affecting even older models.
"Starting October 2, SHIELD Pro will be priced at $299. The cost of components, including memory, has increased substantially across the industry," said a Nvidia spokesperson. The company continues to manufacture and sell every unit of the Shield, though without a stockpile of pre-AI hardware, it faces the same supply chain pressures as other tech firms.
The price increase follows a broader trend in the tech industry, with game consoles like the PS5 Pro seeing price hikes from $699.99 to $899.99. Nvidia, a key player in AI hyperscaling, is among the most valuable firms in the world due to its AI accelerators and GPUs, contributing to higher costs for new products.
Nvidia did not specify how long the price increase will last, and the higher cost may make the Shield TV Pro less appealing to casual streamers. The device remains out of stock on Nvidia’s store but is available at the new price from Best Buy.
Source: arstechnica
