Apple takes on Roku with aggressively-priced new Apple TV 4K box

Apple has introduced a new Apple TV 4K streaming box, which is powered by the A15 Bionic chip and adds HDR10+. The base model, with 64GB storage, is priced at $129 – which suggests it is positioned to take on rival Roku and Amazon products. As an added bonus, buyers can get three months of Apple TV+ for free (for a limited time).

Apple called the next-gen box “more powerful, entertaining, and affordable than ever, and offering impressive cinematic quality”. Bob Borchers, Apple’s vice president of worldwide product marketing, said: “The new Apple TV 4K is unlike anything else out there, given its seamless connection to other Apple devices, ease of use, and access to Apple content. It offers something for everyone in the family to love.”

Supported by a Siri Remote, users can access series and films on Apple TV+, as well as over 100,000 movies and series to buy or rent, and direct premium subscriptions to popular streaming services. Apple added that updates to Siri make it even easier for customers to use their voice to control Apple TV and interact with the results. “Siri features a complete redesign, and will be able to recognise each user’s voice, so they can easily access their movies, shows, music, games, and apps, and pick up where they left off. Using the Siri Remote they can also get tailored recommendations. Echoing developments at Roku, Apple TV 4K also acts as a Smart Home Hub

Customers can order the new Apple TV 4K beginning today, with availability starting Friday, November 4, in more than 30 countries and regions, including the US.