Roku is now the latest company to increase the price of its hardware devices, with the increase understood to be the result of increased memory costs. Depending on the player, prices have risen by as much as $50.
What You Need to Know
- Roku has raised prices across its streaming devices, with some models jumping by as much as $50.
- The increases are understood to be the result of higher memory costs.
- Although the new prices are official, Roku is still allowing customers to buy at the older rates as part of a limited time sale.
At the top end of the Roku player price spectrum is the Roku Ultra. While previously priced at $99.99, the Roku Ultra now retails for $149.99, resulting in a straight $50 increase.
First noted by TheDesk, the Roku Ultra isn’t the only Roku player to have now increased in price, with the company’s various Streaming Sticks also now retailing for more than before.
Here’s a rundown of the new pricing for all of Roku’s main streaming players.
| MODEL | NEW PRICE | OLD PRICE |
|---|---|---|
| Roku Streaming Stick | $39.99 | $29.99 |
| Roku Streaming Stick Plus | $59.99 | $39.99 |
| Roku Streaming Stick 4K | $79.99 | $49.99 |
| Roku Streambar SE | $149.99 | $99.99 |
| Roku Ultra | $149.99 | $99.99 |
These Roku price increases come just after Apple increased the price of its own streaming player.
Late last month, Apple added $70 to the cost of the Apple TV 4K (3rd Generation), taking the price up to $199 per unit. $100 was also added to the Wi-Fi + Ethernet with 128GB storage version at the same time, increasing the price to $249.
Technically, the Price Increase Hasn’t Taken Effect Yet
While Roku has officially increased the cost of all of these devices through its own online store, the company is currently running a sale which discounts players back down to the older prices.
Due to this, it is still possible to pick up any of these Roku players at their original price. However, as TheDesk explains, buyers may find they are currently limited to buying a maximum of three units at the lower prices.
Also, if opting to pick up a Roku player through a third-party retailer, including Amazon and Best Buy, buyers may find they can get still get select models at the older price.
Regardless of whether buying from Roku or a third party, it is expected that the cost of these devices will increase to the new, higher rates once the existing stock is sold.
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