Nvidia raises the Shield TV Pro price to $299

Nvidia has raised the price of the Shield TV Pro by $100, taking the 2019 streaming box to $299. The increase took effect on 2 October. A company spokesperson tied it directly to the cost of parts: “Starting October 2, SHIELD Pro will be priced at $299. The cost of components, including memory, has increased substantially across the industry.”

A seven-year-old box at a new price

The Shield TV Pro launched in 2019 at $199.99, with a cheaper non-Pro model at $149.99 that has since been discontinued. Its Tegra X1+ processor is long in the tooth, but the device is still prized for wide codec support, AI upscaling and the ability to run a Plex media server. Stock had been thin for months, which Ars Technica reported was likely down to manufacturing becoming uneconomical as component prices climbed; at $299, building more units starts to make sense again. Nvidia's own store listed the box as out of stock at the time of writing, with retailers carrying it at the new price.

Memory prices are reshaping hardware

The increase is one of the clearest consumer-facing effects of the AI-driven squeeze on memory and storage. The same pressure has pushed console and PC hardware upward: Sony's PS5 Pro has climbed from $699.99 at launch in 2024 to $899.99, while Nintendo and Microsoft have both raised prices on current hardware this year. For a niche set-top box the result is starker still, because $299 buys a full games console.

Our opinion

There is a tidy irony in Nvidia charging more for a device because of a memory shortage it is itself fuelling. The Shield TV Pro survives on a small, stubborn audience that wants one box to handle every codec and run a media server, and that is precisely the crowd least likely to be lured away by a cheap streaming stick. The awkward part is the price: $299 is console money for seven-year-old hardware, and Nvidia has never shown much appetite for a true successor. If the Shield is now too costly to build and too good to discontinue, the honest move is a modern replacement, not a quiet $100 surcharge on the people still loyal to the old one.