Nvidia raises Shield TV Pro price to $299

Nvidia has raised the U.S. price of its Shield TV Pro to $299, nearly seven years after the streaming device launched. The company’s current Shield page shows the new price, up from the $199 listed in its October 2019 launch announcement.

Using Nvidia’s rounded figures, the change is $100, or about 50%. In a statement about the price change, an Nvidia spokesperson said the $299 price would take effect October 2 and that component costs, including memory, had risen substantially across the industry. That remains Nvidia’s explanation: the available evidence does not independently quantify the device’s component costs or show how much they contributed to the increase.

Nvidia’s current specifications list a Tegra X1+ processor, 3 GB of RAM, 16 GB of storage and two USB 3.0 ports. The 2019 launch release also identified 3 GB of memory and 16 GB of storage for the Pro model. The increase affects a long-running consumer streaming device, distinct from Nvidia’s newer Vera Rubin AI systems.

The sources differ in price precision. Nvidia’s pages use $199 for the launch listing and $299 now, while the source carrying the spokesperson statement gives retail prices of $199.99 and $299.99. Both comparisons produce a $100 increase.