After what felt like forever, Apple finally launched a new Apple TV that could support 4K and HDR content. However it looks like Amazon does not plan on resting on their laurels because the company has recently taken the wraps off their new Fire TV which also and unsurprisingly comes with support for both 4K and HDR content.

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According to Amazon, “With the most accurate voice search on a streaming media player, you can ask your Alexa Voice Remote to find, launch, and control content. Press the button on the Alexa Voice Remote and say, “Find dramas,” and Alexa will show you results from apps like Netflix, Hulu, SHOWTIME, Amazon Video, and more. Plus, you can pair Fire TV to any of your Echo devices to enjoy hands-free, far-field voice control, powered by Alexa.”

It also seems that Amazon will be competing with Apple on pricing because the new Fire TV is considerably cheaper than the competition with it priced at $70. In fact if you haven’t been following the prices, it is cheaper than the previous Fire TV devices that used to be priced at $100, so not only will this play 4K and HDR content, but it will do so at a cheaper price.

The announcement of the new Fire TV is in line with an earlier rumor that suggested that the company might have new Fire TV devices in the works. The announcement was also made alongside the new Echo speakers. The new Fire TV will be released on the 25th of October and is currently available for pre-order.

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