Roku Lifts Hardware Prices by Up to 50% as AI Boom Drives Memory Costs Higher
Updated
Updated · Engadget · Jul 25
Roku Lifts Hardware Prices by Up to 50% as AI Boom Drives Memory Costs Higher
3 articles · Updated · Engadget · Jul 25
Summary
$150 is the new price for Roku Ultra, up from $100, as Roku raised prices across its streaming hardware lineup and pushed some devices as much as 50% higher.
$40 is now the price of the base Roku Streaming Stick, up from $30, with Roku's website showing the old prices as temporary sale discounts.
Rising memory costs and shortages of other components tied to the AI boom drove the increases, according to The Desk, which cited a Roku executive calling it a "tough decision."
The move undercuts Roku's earlier stance that its lower-memory, lower-cost devices would be less exposed than rivals and might even benefit as competing hardware became more expensive.