Nvidia raises Shield TV Pro price to $299.99, citing AI-driven component costs
In short
Nvidia raised the price of its Shield TV Pro streaming device to $299.99 from $199.99, a $100 increase the company attributes to substantially higher component costs, including memory. The increase took effect October 2, and the non-Pro Shield TV has been discontinued, leaving the Pro as the only Shield-branded streaming device. Stock of the Pro has been thin, and Tom's Hardware reported the device was out of stock at most retailers.
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Nvidia has raised the price of its Shield TV Pro streaming device to $299.99 from $199.99, a $100 increase the company attributes to component costs. An Nvidia spokesperson said in a statement given to Ars Technica and quoted by Tom's Hardware and Wired: “Starting October 2, SHIELD Pro will be priced at $299. The cost of components, including memory, has increased substantially across the industry.” Ars Technica reported the new price on October 2; Tom's Hardware described it as a 50 percent increase over the launch price. [ 1 , 2 , 3 ]
The increase comes as the standard, non-Pro Shield TV has been discontinued, Tom's Hardware and Wired reported, leaving the Shield TV Pro as the only Shield-branded streaming device the company offers. Tom's Hardware said Nvidia has “reportedly” stopped producing the base model and that the Pro is increasingly difficult to find, out of stock at most retailers, citing a Best Buy listing for the 16GB model at $249. Wired said stock has been slim for the last few months, probably because manufacturing new units became too expensive as component prices rose. [ 2 , 3 ]
The Shield TV Pro debuted in 2019 at $199.99, with a non-Pro version at $149.99, according to Wired. Tom's Hardware said the device has received no major hardware refresh and runs Nvidia's Tegra X1+ processor with 3GB of RAM and 16GB of internal storage, plus two USB 3.0 ports, Gigabit Ethernet and support for external drives — features it said make the device useful for local media libraries and Plex setups. It supports 4K HDR playback at 60 FPS with AI upscaling, Dolby Vision and high-resolution audio formats, and Tom's Hardware described it as one of the few Android-based streaming devices that still receives software updates. [ 2 , 3 ]
Wired reported that Nvidia's Andrew Bell described the Shield as a “passion project” in an interview earlier this year and said the company still actively manufactures the device and sells every unit it makes, leaving new units subject to the same supply chain constraints as smartphones and computers. Wired added that Nvidia, as a key player in AI hyperscaling, is “more responsible than most” for high component costs, and that hardware prices have risen across the industry: the PlayStation 5 Pro has gone from $699.99 at launch in 2024 to $899.99, and Nintendo, Microsoft and Sony have all raised prices on current-generation consoles. [ 3 ]
Why it matters
The change is an example of rising component costs reaching consumer hardware: Wired reported that game consoles from Nintendo, Microsoft and Sony have also risen in price, with the PlayStation 5 Pro going from $699.99 at launch in 2024 to $899.99. Wired also linked those costs to Nvidia's position in AI infrastructure, saying the company is more responsible than most for them. For buyers, an aging device that has not had a major hardware refresh now costs 50 percent more than at launch.
Key facts
- Nvidia's Shield TV Pro now sells for $299.99, up $100 from its $199.99 launch price. [ 1 , 2 , 3 ]
- An Nvidia spokesperson said the cost of components, including memory, has increased substantially across the industry, and that the new $299 price started October 2. [ 2 , 3 ]
- The standard, non-Pro Shield TV has been discontinued, leaving the Shield TV Pro as the only Shield-branded streaming device Nvidia offers. [ 2 , 3 ]
- Stock of the Shield TV Pro has been slim, and Tom's Hardware reported it was out of stock at most retailers. [ 2 , 3 ]
- The device debuted in 2019 and has not received a major hardware refresh, according to Tom's Hardware. [ 1 , 2 , 3 ]
- Tom's Hardware described the increase as a 50 percent price hike driven by an AI-related memory shortage. [ 2 ]
Confirmed by several sources
- The Shield TV Pro now costs $299.99, up from its $199.99 launch price. [ 1 , 2 , 3 ]
- Nvidia attributed the increase to substantially higher component costs, including memory, and said the new price took effect October 2. [ 2 , 3 ]
- The non-Pro Shield TV has been discontinued, and the Shield TV Pro is the only remaining Shield-branded streaming device. [ 2 , 3 ]
- Supply of the Shield TV Pro has been limited, with the device out of stock at most retailers. [ 2 , 3 ]
Still unclear
- Why the Shield TV Pro is difficult to find at retailers. Wired wrote that the shortage is probably because it became too expensive to manufacture new units as component prices rose, but no outlet gives a confirmed reason.
- Whether retailers are selling the device at prices other than Nvidia's $299.99. Tom's Hardware reported spotting a single Best Buy listing for the 16GB model at $249, and the documents do not explain the difference from Nvidia's listed price.
- Whether Nvidia will continue producing the Shield TV Pro. Wired's article is cut off as it discusses whether it will make sense for Nvidia to keep making units, and no outlet states the product's future.
What local media are saying
Timeline, local time
- On October 2, Ars Technica reports that the Shield TV Pro is now $100 more expensive, at $299.99. [ 1 ]
- On October 3, Tom's Hardware reports a 50 percent price hike from the $199.99 launch price and quotes an Nvidia spokesperson's statement on component and memory costs. [ 2 ]
- On October 3, Wired reports the new $299.99 price, the discontinuation of the non-Pro Shield and thin stock, and adds industry context on hardware price increases. [ 3 ]