# Nvidia raises Shield TV Pro price by $100 citing AI-driven component costs

Digest AI · Hardware & Compute · published 2026-10-02T14:52:16Z

Canonical: https://digestai.news/story/nvidia-raises-shield-tv-pro-price-by-100-citing-ai-driven-component-co

## Summary

Nvidia increased the price of its Shield TV Pro streaming box from $199.99 to $299.99 effective October 2, 2026. The device, which launched in 2019 with a Tegra X1+ processor, is still actively manufactured and sells out, according to Nvidia's Andrew Bell. A company spokesperson confirmed the $100 hike is due to substantially increased component costs, particularly memory, driven by generative AI demand across the industry. The non-Pro Shield variant was previously discontinued at $149.99. Nvidia has no pre-AI hardware stockpile to buffer the new units from current supply chain constraints affecting smartphones and computers.

## Key points

- Shield TV Pro price jumps from $199.99 to $299.99 effective October 2, 2026
- Nvidia blames AI-driven memory and component cost increases across the industry
- Device launched in 2019 with Tegra X1+ processor and remains in active production

## Why it matters

Shows how AI-driven demand for memory and storage is raising prices even on mature consumer devices with older chips.

## Sources

1. [The 7-year-old Nvidia Shield TV is now $100 more expensive thanks to AI](https://arstechnica.com/gadgets/2026/10/the-7-year-old-nvidia-shield-tv-is-now-100-more-expensive-thanks-to-ai) (Ars Technica AI, 2026-10-02)

## Cite

Digest AI, "Nvidia raises Shield TV Pro price by $100 citing AI-driven component costs", 2 October 2026, https://digestai.news/story/nvidia-raises-shield-tv-pro-price-by-100-citing-ai-driven-component-co

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