Nvidia has increased the price of its long-running Shield TV Pro streaming device from its original $199.99 launch price to $299.99, marking a $100 increase for hardware that has not received a major hardware refresh in years.
The price change took effect on October 2, 2026. Nvidia attributed the increase to substantially higher component costs, particularly the cost of memory. The company is one of the world's largest suppliers of AI accelerators, and the enormous demand for memory and other components from AI infrastructure is increasingly affecting the wider electronics industry.
At the same time, Nvidia has discontinued the cheaper standard Shield TV model, leaving the Shield TV Pro as the remaining product in the company's consumer streaming-device lineup.
The situation is an interesting example of how the AI hardware boom is affecting products far outside the data-center market. Consumers aren't only seeing higher prices for GPUs and PCs — shortages and rising component costs can also affect older products that have been on the market for years.
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