GoKawiilRoku is raising the prices for its streaming sticks and boxes by up to 60 percent.
Roku has updated its website with the new prices. Currently, it is still selling its streaming players at their old MSRPs but lists those prices as sale prices. The new prices are:
Roku Streaming Stick: $40 (formerly $30)
Roku Streaming Stick Plus: $60 (formerly $40)
Roku Streaming Stick 4K: $80 (formerly $50)
Roku Ultra: $150 (formerly $100)
Roku Streambar SE: $150 (formerly $100)
Roku is even upping the price for a bundle that includes a Streaming Stick Plus and a one-month subscription to Fox One. As recently as July 20, Roku listed the bundle at $60 with a sale price of $25, according to the Internet Archive’s Wayback Machine. Now, the bundle carries an $80 MSRP and $45 sale price.
When I tried buying the devices at their “sale prices,” Roku’s store limited me to three units per model. Other retailers will continue to sell the devices at the lower prices until supply runs out, The Desk reported today.
Roku is raising prices in response to the shortage of memory, as well as “other components, caused by the artificial intelligence rush,” The Desk reported, citing a “Roku executive.”
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