Roku has significantly increased the prices of its streaming sticks and boxes, with some models seeing price hikes of up to 60%.The company updated its website to reflect the new pricing, which includes the Roku Streaming Stick at $40 (formerly $30), the Streaming Stick Plus at $60 (formerly $40), and the 4K model at $80 (formerly $50).The price adjustments are attributed to a shortage of memory and other components caused by the artificial intelligence rush.

This marks a reversal from earlier statements by Roku's CEO, Anthony Wood, who previously called the memory shortage 'great' for the company's business.

However, the price increases may challenge Roku's reputation for affordability, as competitors like Apple have also raised prices for their streaming devices.

The company claims its devices remain competitively priced, but the changes come amid a larger strategic shift following Fox's planned $22 billion acquisition of Roku, expected to close in 2027.Retailers will continue selling the devices at lower prices until supply runs out, while Roku's store limits purchases to three units per model.The decision highlights the broader impact of supply chain issues on the tech industry, particularly in the streaming hardware sector.