NVIDIA has officially increased the retail price of the Shield TV Pro to $299.99, effective October 2, 2026. This adjustment marks a significant departure from the $199.99 price point the device maintained since its initial launch in October 2019. The company confirmed that the price hike is a direct response to rising component costs, specifically citing the increased expense of memory modules that have impacted the broader electronics industry.
Alongside the price increase for the Pro model, NVIDIA has confirmed the discontinuation of the standard, tube-shaped Shield TV. The base model had reportedly been unavailable at major retailers for several months prior to this announcement. With the standard version removed from the production line, the Shield TV Pro now stands as the sole remaining streaming device in NVIDIA's current hardware lineup.
Despite the higher price tag, the hardware specifications of the Shield TV Pro remain unchanged. The device continues to utilize the Tegra X1+ processor, paired with 3 GB of RAM and 16 GB of internal storage. It maintains support for 4K HDR content and Dolby Vision, features that have defined its performance profile since its 2019 debut. NVIDIA has not announced any plans for a successor or a hardware refresh to accompany this pricing shift.
The impact of this change extends beyond the United States, with reports indicating a corresponding price increase of €100 to €299 in European markets such as the Netherlands and Belgium. The new pricing structure is already reflected at major retailers including Amazon and Best Buy. While NVIDIA previously stated earlier this year that it had no immediate plans to abandon the Shield TV platform, the current market conditions regarding memory supply have necessitated these adjustments to the company's product strategy.