Nvidia Raises Shield TV Pro Price to $299 on Memory Costs

Nvidia's Shield TV Pro now costs $299.99, up $100 from its prior price, effective October 2, according to a company statement given to Ars Technica and reported by Wired. The device, a streaming box that first shipped in 2019, had carried a $199.99 price tag since launch.

Why did Nvidia raise the price now?

Nvidia attributed the increase directly to component costs. "Starting October 2, SHIELD Pro will be priced at $299. The cost of components, including memory, has increased substantially across the industry," a company spokesperson told Ars Technica, per Wired's report. The Shield TV Pro runs on a Tegra X1+ processor that is now several years old, but its memory and storage components are still subject to current market pricing, the outlet reported.

What is driving memory prices higher industrywide?

The price move reflects a broader supply-chain shift tied to AI hardware demand. Wired's reporting frames 2026 as a year in which "if it has memory or storage, it's getting more expensive," noting that generative AI's hardware buildout has pulled memory and storage components into tighter supply across consumer electronics, not just AI accelerators. Nvidia itself sits on both sides of that dynamic: the company is a leading seller of AI accelerators and GPUs, products whose demand has contributed to the component cost pressure now showing up in its own legacy streaming hardware, Wired reported.

Has this happened to other consumer electronics?

Game console makers have made similar moves this cycle, according to Wired. The report cites Nintendo, Microsoft, and Sony as having raised prices on current-generation hardware. As one example, Wired notes the PS5 Pro's price climbed from $699.99 at its 2024 launch to $899.99.

Is the Shield TV Pro still in production, and where can it be bought?

Nvidia continues to manufacture the Shield TV Pro and sells every unit it makes, according to comments from Nvidia's Andrew Bell cited in Wired's report from an earlier interview with Ars Technica. The device has shown limited stock over recent months, which Wired attributes to rising costs making new production runs less economical at the old price point. The Shield TV Pro remains out of stock on Nvidia's own store but is available at the new $299.99 price through Best Buy, per Wired's reporting.

Does the price increase change who the Shield TV Pro is for?

Wired's analysis suggests the higher price narrows the device's appeal. The Shield TV Pro supports extensive codec decoding and can run a Plex media server, features that justify its premium for users with large local media libraries. For buyers who primarily want to stream services like Netflix, Wired argues cheaper streaming boxes now make more practical sense than a seven-year-old platform priced at $299.99. The non-Pro Shield variant, which launched alongside the Pro in 2019 at $149.99, has already been discontinued, leaving the Pro as Nvidia's sole surviving Shield TV product at its new, higher price.