Nvidia raises Shield TV Pro price by 33 percent in the US

Nvidia has significantly raised the price of its Shield TV Pro streaming box, marking a dramatic shift seven years after its launch. The company has added $100 to the original price, bringing it to $299.99 in the US. Despite its age, the Shield TV Pro remains a top contender in the high-end streaming device market, comparable to the Apple TV 4K.

The price hike comes amid Nvidia's decision to discontinue the cheaper Shield TV model, leaving only the Pro version available, at a much higher cost. While the company cites increased component costs as the reason, the rationale is somewhat confusing. If the Pro model is still in production, why is it becoming harder to find in many regions, including the UK, where it has been removed from Nvidia’s own store?

Nvidia’s justification for the price increase, a common excuse across the tech industry, centers on rising costs of components like memory. However, this explanation seems inconsistent with the fact that the Pro model appears to still be in production. The lack of a newer, upgraded model further raises questions about the company’s strategy, especially as consumers may struggle to justify the steep price increase when comparable alternatives are available at lower costs.

The situation is particularly confusing in the UK, where the Shield TV Pro is nearly impossible to find, let alone at the new price. For now, UK customers are spared the price hike, but the device’s availability remains uncertain. Meanwhile, the US market faces a significant price jump, leaving consumers to weigh whether the seven-year-old technology is still worth the investment.