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Roku Increases Streaming Hardware Prices by Up to $50 Across All Models
Key points
- Roku increased prices on all streaming hardware models.
- The Roku Ultra price rose from $99.99 to $149.99.
- A memory shortage, expected to last until 2027, is cited as the reason.
- Apple also raised prices on its devices in June.
Roku Streaming Hardware Price Adjustments
Roku has implemented price increases across its entire line of streaming hardware. The cheapest HD Streaming Stick, for example, is now priced at $39.99, up from its previous $29.99. Other devices have seen increases of up to $50.
Specific Price Changes
The Roku Ultra's price has increased from $99.99 to $149.99. The Streaming Stick went from $29.99 to $39.99, the Streaming Stick Plus from $39.99 to $59.99, and the Streaming Stick 4K from $49.99 to $79.99. The Roku Streambar SE also saw a price hike from $99.99 to $149.99.
Reason for the Price Hike
A Roku executive attributed the price adjustments to an ongoing memory shortage. This shortage is projected to continue through 2027 and beyond, as memory manufacturers prioritize demand from AI companies. This situation mirrors Apple's decision to raise prices on its devices, including the Apple TV, in June.
Current Sales and Context
Despite the general price increases, Roku is currently running a sale that temporarily offers some devices at their original prices. This development follows Fox's announced plans last month to acquire Roku.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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Reporting from
Roku has raised prices on its streaming hardware, with some devices increasing by as much as $50, due to an ongoing memory shortage. This change affects all Roku models, including the Streaming Stick and Roku Ultra, and follows a similar price adjustment by Apple for its devices.