Amazon yesterday stole Apple’s thunder by announcing it will launch a new $69 Fire TV streaming device that supports 4K and HDR.

Apple earlier this month introduced a new Apple TV device that can display 4K video with HDR (High Dynamic Range), which can deliver more realistic and vivid colors under the right conditions.

See the new Amazon Fire TV.

However, the new Apple product starts at $179, a whopping $110 more than the new Fire TV.

In addition to the 4K and HDR support, the new Fire TV offers an ‘Alexa’ voice remote that enables you to find, launch and control content with verbal commands.

Amazon, which will officially launch the new device on October 25, is now bundling it with both an indoor high-def antenna and an Amazon Dot, the smaller and less expensive version of its digital voice assistant, the Echo.

The Fire TV combined with the antenna now cost $74.99 while the Fire TV/Dot bundle is going for $79.99.

The streaming device is now available for pre-order here.

Amazon yesterday also introduced a new suite of Amazon Echo products including a new $99 version of the digital assistant.

— Phillip Swann