NVIDIA has raised the US price of the Shield TV Pro from $199.99 to $299 and stopped producing the standard Shield TV, leaving the Pro as the only model still in production. The price change took effect on October 2, 2026, according to a statement from NVIDIA, which cited rising component costs, including memory. The move is notable because the current Shield TV Pro hardware dates back to 2019 and has not received a major platform refresh since then.
The 2019 Shield TV Pro originally launched at $199 with NVIDIA’s Tegra X1+ processor, 3GB of RAM and 16GB of storage. Those core specifications remain unchanged at the new $299 price. NVIDIA’s own product page still lists the same Tegra X1+, 256-core GPU, 4K HDR playback, Dolby Vision, Dolby Atmos and AI-enhanced upscaling features that have defined the device for years.
The standard Shield TV, which launched alongside the Pro at $149, is being phased out entirely. NVIDIA confirmed that it has stopped producing the tube-shaped model as it focuses manufacturing on the Shield TV Pro. The standard version had already become difficult to find at retailers in recent months, so the production decision formalizes what stock availability had already suggested.
NVIDIA’s explanation for the Pro price increase is straightforward: component costs have risen substantially across the industry, with memory specifically mentioned. The company has not provided a detailed cost breakdown showing how much each component contributes to the additional $100. That means the increase should be understood as NVIDIA’s stated response to broader supply and component pressures rather than a hardware upgrade.
For gaming, the Shield TV Pro remains relevant because it supports GeForce NOW directly. NVIDIA lists 4K HDR cloud gaming support for Shield TV, with compatible controllers and keyboard-and-mouse setups supported. The company also continues to position the device as both a media streamer and a gaming endpoint rather than a conventional Android TV box.
The device still supports 4K HDR playback at up to 60 FPS, AI-enhanced upscaling, Dolby Vision, Dolby Atmos and DTS-X passthrough. It also includes two USB 3.0 ports, Plex Media Server support and 3GB of RAM, features that distinguish the Pro from the now-discontinued standard model. That combination has helped the Shield maintain a niche among home-theater users even as newer streaming hardware has entered the market.
The price increase is unusual because most older consumer electronics become cheaper as their hardware ages. Instead, Shield TV Pro now costs roughly 50% more than it did at launch while continuing to use the same-generation processor and memory configuration. NVIDIA has not announced a replacement Shield model alongside the increase.
Earlier in 2026, NVIDIA hardware engineering SVP Andrew Bell said the company was still actively producing Shield hardware and had no plans to abandon the platform. The latest move is consistent with that position in one respect: NVIDIA is continuing to manufacture the Pro rather than ending the line altogether. However, ending production of the standard model narrows the Shield family to a single, significantly more expensive option.
The gaming angle also makes the timing notable. GeForce NOW continues to expand as NVIDIA’s cloud-gaming platform, and Shield TV remains one of the company’s dedicated living-room devices for accessing it. At the same time, consumers now have more alternatives for cloud gaming through smart TVs, PCs, handhelds and other streaming devices, which makes the Shield Pro’s new $299 price harder to ignore.
For existing owners, nothing about the announcement changes current Shield TV Pro capabilities or support. The main impact is on new buyers, who now face a substantially higher entry price if they want NVIDIA’s remaining Shield hardware. With the standard model discontinued and the Pro moving to $299, NVIDIA has effectively repositioned Shield TV as a more premium, niche product rather than a broadly priced streaming box.
