NVIDIA Raises Shield TV Pro Price to $299, Discontinues Standard Shield TV

NVIDIA has raised the price of the Shield TV Pro from $199.99 to $299.99, effective October 2. The streaming box launched in October 2019 at $199.99 and held that price for almost seven years. Earlier this year, NVIDIA promised to keep updating the Shield TV, with hardware engineering SVP Andrew Bell saying the company had no plans to abandon it anytime soon. NVIDIA has also stopped making the standard, tube-shaped Shield TV, which had reportedly been out of stock for months. That leaves the Pro as the only Shield model in production. NVIDIA confirmed both changes in a statement. Here’s what the company said:

Starting October 2, SHIELD Pro will be priced at $299. The cost of components, including memory, has increased substantially across the industry. We’ve also stopped producing the standard SHIELD TV model as we focus on production for SHIELD TV Pro.

The hardware itself is unchanged. The Shield TV Pro still uses the Tegra X1+ chip with 3 GB of RAM and 16 GB of storage, and it supports 4K HDR with Dolby Vision. The increase doesn’t seem limited to the US either, as the price reportedly went up by €100 to €299 in the Netherlands and Belgium. The new price is already showing at Amazon and Best Buy. As for NVIDIA’s reasoning, it’s what we have come to expect in 2026. Supply of older memory types such as DDR4 and LPDDR4 has been tight since late 2025, and the memory industry itself seems to be going through a crisis with no near-term solution in sight. NVIDIA hasn’t…