The new Apple TV 4K (4th generation) costs $299 when it goes on sale November 13, according to Apple’s announcement. That’s double the $149.99 Google charges for the Google TV Streamer and $99.01 more than Amazon’s $199.99 Fire TV Cube, the priciest Fire TV streamer Amazon makes.
All three play 4K HDR with Dolby Vision and Dolby Atmos, so the gap comes down to the chip, storage, networking and the smart home extras. We pulled every spec from Apple’s tech specs page, the Google Store and Amazon’s device page. Our breakdown of the $299 Apple TV 4K against the 2022 model covers what changed inside Apple’s own lineup.
Apple TV 4K, Google TV Streamer and Fire TV Cube specs and prices compared
| Spec | Apple TV 4K (4th gen) | Google TV Streamer | Fire TV Cube (3rd gen) |
|---|---|---|---|
| Maker’s price | $299 | $149.99 | $199.99 |
| Amazon price (Nov 12) | $299 | Not checked | $199.99 |
| Chip | A19 | Not listed, 4 GB memory | Octa-core, 2 GB memory |
| Storage | 128 GB | 32 GB | 16 GB |
| Wi-Fi | Wi-Fi 7 | 802.11ac (Wi-Fi 5) | Wi-Fi 6E |
| Ethernet | Gigabit | Gigabit | 10/100 Mbps |
| HDR formats | Dolby Vision, HDR10, HDR10+, HLG | Dolby Vision, HDR10, HDR10+, HLG | Dolby Vision, HDR10, HDR10+, HLG |
| AV1 support | Yes | Not listed | Yes |
| Bluetooth | 6 | 5.1 | 5.0 |
| Smart home | Home hub, Thread | Matter, Thread border router | Alexa smart home control, Ring camera view |
| Hands-free voice | Yes, three-microphone array | Not listed | Yes, Alexa |
| Remote | Siri Remote, USB-C, Find My | Voice Remote, two AAA batteries | Alexa Voice Remote |
| Weight | 7.6 oz | 5.7 oz | 1.13 lb |
| HDMI cable in box | No | No | No |
Apple’s extra $149.01 buys 4x the storage of Google’s box and the fastest Wi-Fi
The Apple TV 4K ships with 128 GB of storage. That’s four times the Google TV Streamer’s 32 GB and eight times the Fire TV Cube’s 16 GB. If you play Apple Arcade games or keep lots of apps installed, you’ll hit the limit on the cheaper boxes first.
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Networking is the other clear split. Apple lists Wi-Fi 7 and Gigabit Ethernet. The Fire TV Cube has Wi-Fi 6E, but its wired port tops out at 10/100 Mbps, so Wi-Fi can be the faster option on a newer router. Google’s box has Gigabit Ethernet with older 802.11ac Wi-Fi. If your router sits far from the TV, the Cube and Apple TV have the edge. If you can run a cable, Google and Apple do.
Each box ties you to its maker’s smart home and voice assistant
Apple calls the new Apple TV 4K a home hub for the Home app, and it supports Thread with HomeKit or Matter accessories. A three-microphone array lets you say “Siri” without picking up the remote. Siri AI is in beta in tvOS 27.2 and needs the Home owner to have an Apple Intelligence iPhone or iPad.
Google’s Streamer is a Matter controller and Thread border router for Google Home. The Fire TV Cube responds to hands-free Alexa, can show your Ring camera in picture-in-picture while you watch and controls IR devices like soundbars and cable boxes. It also has an HDMI input, so you can route a cable box through it.
One small cost applies to all three. None ships with an HDMI cable. Apple, Google and Amazon all say you need to buy one separately, and Google specifies a certified HDMI 2.1 cable.
Buy the Apple TV 4K, Google TV Streamer or Fire TV Cube if this is your setup
Buy the Apple TV 4K if you use an iPhone, want Apple Home controls on your TV, or plan to build HomePod surround sound. The 128 GB of storage, Wi-Fi 7 and Find My on the USB-C Siri Remote are things neither rival lists. Amazon sells it at the same $299.
Buy the Google TV Streamer if you run Google Home, want a Thread border router behind the TV and can plug in Ethernet. At $149.99 it costs half the Apple TV.
Buy the Fire TV Cube if you have Alexa speakers or Ring cameras, want hands-free voice control at $199.99, or need to control a cable box and soundbar by voice. If you only need 4K streaming, Amazon sells the Fire TV Stick 4K Max for $84.99.
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