Nvidia has raised the price of its Shield TV Pro to $299.99, marking a $100 increase seven years after its debut. The company attributed the change to rising component and DRAM costs driven by industry-wide AI supply chain pressures, while simultaneously discontinuing the standard base model.
Technology supply chains dominated by generative AI have pushed hardware costs upward across the board. Even aging hardware is not immune to the shift. Nvidia confirmed that its streaming media player, the Shield TV Pro, is subject to the same component shortages affecting modern smartphones and computers.
Component and DRAM Costs Drive a 50% Price Increase
Under the new pricing structure, the device now costs $299.99 on platforms such as Amazon and Best Buy, representing a 50% jump from its original debut price.
Nvidia explained the adjustment through an official spokesperson pointing to broader market realities.
“Starting October 2, SHIELD Pro will be priced at $299.
Nvidia spokesperson, via Ars Technica
Other consumer hardware makers have implemented similar increases. The Apple TV 4K moved from $129 to $199, while the Google TV Streamer climbed from $100 to $150. Entry-level Roku streaming sticks also saw adjustments upward, reflecting widespread pressure on consumer electronics pricing.
Standard Shield TV Discontinued as Nvidia Shifts Focus to Pro Variant
Alongside the price increase for the Pro model, Nvidia has officially ended production of the base-tier Shield TV. The cylindrical streaming device, often referred to as the “tube” model, had been out of stock through official channels for months before the discontinuation was confirmed.
Company representatives confirmed that production efforts are now concentrated entirely on the remaining hardware tier. Retail availability for the base version had dwindled through the summer months, leaving buyers with no official restock options.
Shield TV Pro Features 4K HDR and AI Upscaling
Despite passing its seventh anniversary, the Shield TV Pro retains a loyal following among media streaming enthusiasts and gamers. The device runs on a Tegra X1+ system-on-a-chip featuring a 256-core graphics processor, supported by 3GB of memory and 16GB of onboard storage.
The hardware supports 4K HDR playback, Dolby Vision, HDR10, and AI-enhanced upscaling capable of scaling content to 4K at 60 frames per second. It also maintains compatibility with GeForce Now cloud gaming and functions as a Plex media server. Software support continues, though the operating system remains anchored to Android 11.
Alternative dedicated Android TV hardware remains limited. Options include the Google TV Streamer and Walmart’s Onn 4K Pro, though neither matches the 64-bit architecture and emulation capabilities offered by Nvidia’s remaining streamer.
Keep reading