Nvidia Shield TV Pro just got a $100 price hike
Nvidia increased the Shield TV Pro price by $100 to $299.99 starting October 2nd, while discontinuing the standard entry-level model.
Stock photo for illustration only, not from the actual event
- Nvidia raises the Shield TV Pro price by $100
- New retail price is $299.99 effective October 2nd
- Standard entry-level Shield TV model has been discontinued
The global memory shortage has officially claimed another victim in the consumer tech space, targeting a seven-year-old streaming box. Nvidia's line of Shield TV streaming devices has become the latest hardware affected by component cost surges that have dramatically driven up prices across everything from digital cameras to video game consoles.
When the Shield TV Pro first launched nearly seven years ago, it arrived equipped with an upgraded Tegra X1+ processor, 3GB of RAM, and 16GB of internal storage, carrying a launch price of $199.99. However, beginning on October 2nd, Nvidia implemented a $100 price increase, pushing the new retail price up to $299.99 due to rising component costs, according to a report by Ars Technica.
When the Pro variant was initially unveiled back in 2019, Nvidia also introduced an updated entry-level Shield TV option featuring the same processor paired with 2GB of RAM and 8GB of storage, priced at $149.99. Unfortunately, that budget-friendly alternative will no longer be available for shoppers looking for a less expensive entry point to the platform.
Stock photo for illustration only, not from the actual event
According to Gizmodo, Nvidia has officially halted production of the standard Shield TV model, shifting its manufacturing focus exclusively toward the Pro option moving forward. High demand for Nvidia's other hardware offerings, particularly GPUs and specialized AI chips, has served as a primary driver behind the steep price increases affecting components and consumer devices over the past few years.
The ongoing memory shortage highlights how supply chain pressures driven by heavy AI infrastructure demands continue to ripple through the consumer electronics market. By raising prices on an aging streaming device and trimming its hardware lineup, Nvidia is optimizing its manufacturing priorities toward high-margin tech sectors. Even though this price adjustment weakens the Shield TV Pro's competitive standing against lower-priced alternatives like the $149 Google TV Streamer, it reflects broader corporate resource allocation toward the booming artificial intelligence sector.
Ultimately, while this price hike may temper consumer demand for the Shield TV Pro in the face of cheaper rival streaming boxes such as the $149 Google TV Streamer—even following recent industry-wide price bumps—it will not detract from Nvidia's overall market standing as the company continues to dominate the global AI race.
Source: The Verge
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