NVIDIA has bumped the price of its 2019 SHIELD TV Pro media streamer by 50%, now retailing for $299.99, up from its launch MSRP of $199.
The SHIELD TV Pro launched at $199.99 in October 2019, powered by NVIDIA's Tegra X1+ processor with 3GB of RAM and 16GB of storage. The current model still uses the same core hardware while retaining features such as Dolby Vision, Dolby Atmos, AI-enhanced upscaling, GeForce NOW, and Plex Media Server support.
NVIDIA's own online store now lists the device for $299.99, confirming the new price.
NVIDIA has attributed the price increase to rising industry-wide component costs, specifically citing memory as one of the affected components. With no hardware upgrades over the years, this increase reflects rising component costs rather than a newer generation of the SHIELD hardware.
The timing matters too, as the cheaper SHIELD TV is exiting NVIDIA's lineup. The $149.99 standard model, launched alongside the Pro, became increasingly hard to find this year. NVIDIA previously said shortages were due to demand, but it has now ended production, leaving the $299.99 Pro as the only SHIELD option.
To its credit, NVIDIA has built a decent track record for software support, pushing updates to SHIELD hardware dating back to the original 2015 model. That commitment has helped the platform maintain a loyal user base, even as newer competitors flood the market.
The price increase also aligns with a broader trend of rising streaming-device costs. Roku has raised prices on several devices, citing higher memory and component costs, and Google recently raised the Google TV Streamer from $99.99 to $149.99 for the same reason.
Despite no new processor, additional memory, or updated storage, buyers now pay 50% more for hardware that remains fundamentally unchanged since 2019. At $299.99, the SHIELD TV Pro now sits firmly in premium streaming-device territory, $50 above Apple's 128GB Apple TV 4K.
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Why did NVIDIA raise the SHIELD TV Pro price to $299.99 without upgrading its hardware?
How does the $299.99 SHIELD TV Pro compare in price and features with the 128GB Apple TV 4K?
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NVIDIA's box still offers USB storage support, Plex Media Server support, and GeForce NOW, but its aging hardware is increasingly hard to ignore at that price.
