Amazon Fire TV 4K: a cheap HDR-equipped Apple TV 4K rival

Earlier this month, we saw the Apple TV 4K finally revealed, being the company’s long-overdue foray into 4K (and HDR) video content. Now, Amazon has taken the fight to Apple with the Fire TV 4K.

It’s not the first time we’ve seen Amazon reveal a 4K-equipped Fire TV device, but the new streaming gadget also offers HDR support, for starters. Other noteworthy features include Dolby Atmos support, 60fps compatibility, Alexa Voice support, 1.5Ghz quad-core A53 processor, 2GB of RAM and 8GB of storage.

It’s not a bad deal for US$70, especially if Apple’s US$179 effort is a little out of reach. Still, those opting for the Apple TV 4K are getting iTunes, Apple Music, 32GB of storage, a more powerful A10X chip and free 4K upgrades to existing HD videos.

Interestingly enough, analytics firm IHS Markit notes that the new Fire TV is actually less powerful than the old one.

The Fire TV 4K comes in far below the Apple TV 4K, but what do you lose out on?

“In terms of performance, the new Fire TV device is notably slower in graphics/gaming performance than the PowerVR GPU-equipped 2nd-gen Fire TV that it replaces, falling in between the aforementioned and the current Fire TV Stick in GPU capabilities,” said Paul Erickson, senior research analyst at IHS Markit.

Erickson suggests that gaming didn’t prove to have enough demand, leading to Amazon using a chipset with reduced graphical capabilities.

“If true, it is a troubling market dynamic for the new Apple TV 4K to face, given that high-quality gaming is one of the product’s value-added propositions justifying its price premium.”

Amazon’s new Fire TV isn’t the only cheap streaming gadget on the market, with the likes of Xiaomi’s Mi Box, Roku Streaming Stick and numerous other offerings available.

We’re reviewing the Xiaomi Mi Box, an older Android TV box that supports 4K and HDR, courtesy of Gearbest. Expect a verdict in the coming weeks.