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Amazon updated the Fire TV to rival Apple TV, claiming Fire TV handles 4K content, performs faster, and sells at a more affordable price than Apple TV. Amazon aims to target budget-sensitive customers with its new lineup of TVs and tablets.

As per a report by CNET, Amazon says its updated Fire TV can do anything that Apple TV can do, such as voice search support and gaming function. The Fire TV has Alexa, Amazon's Siri-like virtual assistant software included in Echo speaker, now made smarter.

However, the Fire TV's edge over the Apple TV is 4K Ultra HD streaming capability. Amazon's original TV series will be available in 4K, including recent movies like Breaking Bad. Netflix will also be available in Ultra HD.

Amazon further claims that its new set-top box is 75% faster and has a more efficient compression system than Apple. With its boosted internals, the Fire TV allows streaming 1080p videos on poor connections.

The company is indeed trying to compete with Apple in the TV industry, but on a different market. With the new Fire TV, Amazon aims to target budget-sensitive consumers compared to Apple's products which are generally aimed at the high-end market. Fire TV costs $100, relatively cheaper than Apple TV which can cost from $150 to $200.

Fire TV was built based on its predecessor's previous design, according to The Guardian. Amazon asserts that the previous TV was successful and became best-seller in the UK and Germany, beating Apple TV. The new Fire TV has MayDay, a built-in live-person tech support to guide the user in operating the device. It also has ASAP which gives predictions of what the user wants to watch and buffers a movie in the background.

Geeky Gadgets lists specifications of the updated Fire TV. Aside from featuring a similar design to its forerunner, the new Fire TV is equipped with MediaTek quad-core, 2GB RAM, and 8GB internal storage expandable via microSD card or by attaching a USB hard drive or flash drive. It will also have dual-band, dual-antenna WiFi (MIMO) for faster streaming and better connection.

Besides the Fire TV, Amazon released other devices such as four new tablets and a fire games controller. Among the tablets, there is a $50 budget tablet and one designed for kids.

The new Amazon Fire TV is set to sell for $100 (£79.99). Pre-orders have already begun and shipping will start on October 5.