Nvidia's shield tv pro price hikes amid ai-driven component costs

Nvidia raised the Shield TV Pro price by $100, effective October 2, 2026, to $299.99, up from $199.99, citing increased memory and storage costs due to generative AI. The non-Pro variant, previously $149.99, was discontinued, leaving the Pro as the only available model. A Nvidia spokesperson noted that component costs, including memory, have risen substantially across the industry, driven by AI-driven supply chain shifts. The Shield TV Pro, launched in 2019, runs Android TV with AI upscaling and hardware decoding, despite using an aging Tegra X1+ processor. The price hike reflects broader 2026 trends where even older technology faces rising costs due to AI’s impact on global supply chains and consumer electronics pricing.