Roku raises streaming stick prices by up to 60 percent
Roku raises streaming stick prices by up to 60 percent
Roku 将流媒体电视棒价格最高上调 60%
Roku 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. Roku 正在将其流媒体电视棒和机顶盒的价格最高上调 60%。Roku 已经更新了其官网上的新价格。目前，该公司仍以旧的建议零售价（MSRP）销售其流媒体播放器，但将这些价格标注为“促销价”。
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) 新价格如下： Roku Streaming Stick：40 美元（原价 30 美元） Roku Streaming Stick Plus：60 美元（原价 40 美元） Roku Streaming Stick 4K：80 美元（原价 50 美元） Roku Ultra：150 美元（原价 100 美元） Roku Streambar SE：150 美元（原价 100 美元）
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. Roku 甚至提高了包含 Streaming Stick Plus 和一个月 Fox One 订阅服务的套装价格。根据互联网档案馆（Internet Archive）的 Wayback Machine 显示，就在 7 月 20 日，该套装的标价还是 60 美元，促销价为 25 美元。而现在，该套装的建议零售价已涨至 80 美元，促销价为 45 美元。
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. 当我尝试以“促销价”购买这些设备时，Roku 商店限制每种型号限购三台。据 The Desk 今日报道，其他零售商将继续以较低价格销售这些设备，直至库存售罄。
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.” 据 The Desk 援引一位“Roku 高管”的话称，Roku 此番涨价是为了应对内存以及“由人工智能热潮导致的其它组件”短缺问题。
This is an about-face from May, when Roku founder and CEO Anthony Wood said that the memory shortage is “great” for Roku. During a call with investors, Wood said that the Roku TV operating system “requires significantly less memory and storage” than rivals because Roku has focused on keeping its bill of materials low. 这与今年 5 月的情况截然不同，当时 Roku 创始人兼首席执行官 Anthony Wood 曾表示，内存短缺对 Roku 来说是“好事”。在与投资者的电话会议中，Wood 称 Roku TV 操作系统比竞争对手“所需的内存和存储空间要少得多”，因为 Roku 一直致力于降低物料清单（BOM）成本。
“Although there is issues around memory that we have to manage, [the RAM shortage] is generally great for our business because of our bill of materials cost advantage, which allows us to just have a lower cost than … all the competing products. That gap is just widening right now by a pretty wide margin,” Wood said, per a transcript of the call. 根据电话会议记录，Wood 当时表示：“尽管我们必须应对内存方面的问题，但（内存短缺）对我们的业务总体而言是件好事，因为我们拥有物料成本优势，这使我们的成本低于……所有竞争产品。目前，这一差距正在进一步拉大。”
The executive also noted that the low costs associated with running Roku OS have helped the company win over TV OEMs and retailers. 该高管还指出，运行 Roku OS 的低成本优势帮助该公司赢得了电视原始设备制造商（OEM）和零售商的青睐。
Many tech companies have hiked prices recently due to the memory shortage. On the streaming hardware side, for example, Apple last month raised prices for Apple TV boxes from $129 to $199 for the 64GB version and from $149 to $249 for the 128GB. Apple has a reputation for selling high-end devices at a premium, though. 近期，许多科技公司因内存短缺而纷纷涨价。以流媒体硬件为例，苹果公司上个月将 Apple TV 机顶盒的价格进行了上调：64GB 版本从 129 美元涨至 199 美元，128GB 版本从 149 美元涨至 249 美元。不过，苹果一向以高溢价销售高端设备而闻名。
Roku, on the other hand, has built a name for itself through affordability. The company may have a harder time getting people to accept higher prices for what have traditionally been viewed as budget products. A Roku representative told The Desk that the company still thinks its devices are competitively priced. 相比之下，Roku 一直以高性价比著称。对于这些传统上被视为廉价产品的设备，该公司可能更难让消费者接受涨价。一位 Roku 发言人告诉 The Desk，公司仍认为其设备定价具有竞争力。
“We are doing our best to have great deals like what we have going on right now,” the executive told the publication. “我们正在尽最大努力提供像现在这样优惠的促销活动，”该高管对媒体表示。
Roku’s price hikes come weeks after Fox announced it is buying Roku for an enterprise value of $22 billion. The deal remains subject to regulatory and shareholder approval and is expected to close in 2027. 在 Roku 宣布涨价的几周前，福克斯（Fox）刚刚宣布以 220 亿美元的企业价值收购 Roku。该交易仍需获得监管机构和股东的批准，预计将于 2027 年完成。