By Ian White
Publication Date: 2026-10-09 07:30:00
There are not many consumer electronics products that become 50% more expensive seven years after they were introduced without receiving a hardware upgrade.
The Nvidia Shield TV Pro has apparently decided to be one of them.
Effective October 2, Nvidia increased the U.S. price of the Shield TV Pro from $199.99 to $299.99, while the less expensive cylindrical Shield TV has been discontinued. The Pro model remains based on the same Tegra X1+ processor, 3GB of RAM and 16GB of storage introduced in 2019.
Nvidia told Ars Technica that “the cost of components, including memory, has increased substantially across the industry.” That explanation is credible; memory prices have risen sharply as AI data centers consume an enormous share of available production. Nvidia itself recently acknowledged “extreme pricing conditions in memory” and expects supply constraints to remain an issue.
There is some irony in the world’s most prominent beneficiary of the AI boom charging consumers another $100 because the AI boom has made memory more expensive. Somewhere, an accountant is enjoying this.
Related Reading:
Why the Nvidia Shield TV Pro Is Still Different
The problem for competitors is that the Shield TV Pro remains unusually capable even after seven years.
It supports 4K/60Hz video, Dolby Vision, HDR10, Dolby Atmos, Dolby TrueHD passthrough, DTS-HD and DTSpassthrough, along with high-resolution audio up to 24-bit/192kHz.
It also…
