The Nvidia Shield TV Pro is now $100 more expensive than it was seven years ago. The device, which launched in 2019 for $199.99, is now priced at $299.99. Nvidia says the increase is due to rising component costs. A spokesperson told Ars that memory prices have gone up substantially across the industry. The price change takes effect immediately.
The hardware behind the price hike
The Shield TV Pro runs on an aging Tegra X1+ processor. Despite the old chip, the box offered AI upscaling and hardware decoding for almost any media format. A non-Pro version existed for $149.99 but has since been discontinued. The Pro model remains the only option at the new price point.
Andrew Bell, who works at Nvidia, previously described the Shield as a passion project. He told Ars that the company still manufactures every unit it makes and sells them all. Without a large stockpile of older hardware to sell, the new units face the same supply chain constraints as modern smartphones and computers.
Who is responsible for the costs
Nvidia is not a victim of these price hikes. As a major player in AI scaling, the company is responsible for much of the high cost of components. Its market-leading AI accelerators and GPUs have made it one of the most valuable firms globally. Consequently, new products are launching at higher prices than before, and many become more expensive during their lifetimes.
Game consoles have seen similar increases. Nintendo, Microsoft, and Sony have all raised prices for their current-generation hardware. The PS5 Pro, for example, launched at $699.99 in 2024 and is now $899.99.
Availability and alternatives
Stock of the Shield TV Pro has been low for months. High manufacturing costs likely limit production. At $300, Nvidia may decide to make more devices. However, the higher price makes the niche set-top box less attractive for people who simply want to stream Netflix.
If you do not need the Shield’s extensive codec support or Plex server capability, a cheaper streamer makes more sense. The device is still out of stock on Nvidia’s store. You can buy it at the new price from Best Buy.
What it means
Anyone building or buying tech must expect higher prices for devices with memory or storage. The rule applies even to older technology. Nvidia’s role in the AI boom means these costs will likely persist for years.
