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Nvidia Raises Shield TV Pro Price by $100

Nvidia announced that its Shield TV Pro streaming box will now cost $299.99, up from $199.99, effective October 2. The price increase is attributed to higher costs for memory and other components, a trend driven by the widespread adoption of generative AI across the electronics supply chain. The Shield TV Pro, which debuted in 2019 with a Tegra X1+ processor and Android TV, remains in production despite the discontinuation of the non‑Pro model. Nvidia’s spokesperson confirmed that the company still manufactures the device and sells each unit it produces, but the rising component prices make it more expensive to produce new units. The move follows a broader pattern of price hikes for older tech, with other gaming consoles and smart devices also seeing higher prices over time. The new price may reduce demand for the niche set‑top box, especially among consumers who only need basic streaming. Nvidia’s store still lists the Shield TV Pro, and Best Buy offers it at the updated price.

· Wired

The essential points

  1. 01Shield TV Pro price jumps to $299.99 effective Oct. 2
  2. 02AI‑driven component costs cited as main reason for hike
  3. 03Non‑Pro Shield discontinued; Pro remains in production
  4. 04Industry trend shows older tech prices rising due to AI supply chain
The full brief

Nvidia announced that its Shield TV Pro streaming box will now cost $299. 99, up from $199. 99, effective October 2.

The price increase is attributed to higher costs for memory and other components, a trend driven by the widespread adoption of generative AI across the electronics supply chain. The Shield TV Pro, which debuted in 2019 with a Tegra X1+ processor and Android TV, remains in production despite the discontinuation of the non‑Pro model. Nvidia’s spokesperson confirmed that the company still manufactures the device and sells each unit it produces, but the rising component prices make it more expensive to produce new units.

The move follows a broader pattern of price hikes for older tech, with other gaming consoles and smart devices also seeing higher prices over time. The new price may reduce demand for the niche set‑top box, especially among consumers who only need basic streaming. Nvidia’s store still lists the Shield TV Pro, and Best Buy offers it at the updated price.