Nvidia raises Shield TV Pro price by $100, blaming component cost surge tied to AI demand

Nvidia has raised the price of its Shield TV Pro streaming device by $100, bringing it to $299.99, effective October 2, 2026. The company attributed the increase to substantial rises in component costs, including memory, across the industry.

The Shield TV Pro, which debuted in 2019 with a launch price of $199.99, is an Android TV-based streaming box featuring AI upscaling and hardware decoding for various media formats. Nvidia confirmed that AI-driven demand is a key factor in the elevated component costs affecting hardware like the Shield TV Pro.

Nvidia’s decision to raise the price comes as the Shield TV Pro remains actively manufactured and sold, with no stockpile of pre-AI hardware available. A spokesperson stated that the cost of components has increased substantially across the industry, necessitating the price adjustment.

The Shield TV Pro’s price hike reflects a broader trend in the hardware market, where new and existing products are launching or increasing in price due to rising costs tied to AI demand. This trend has also affected other sectors, including game consoles, with examples like the PS5 Pro’s price rising from $699.99 at launch in 2024 to $899.99.

Nvidia, a leading AI accelerator and GPU manufacturer, is both a beneficiary of AI-driven demand and a contributor to the supply chain pressures pushing up component costs. The company’s market position has strengthened alongside its AI-focused products, which have driven significant revenue growth.