Apple shocked streaming fans yesterday by dramatically increasing the price of its Apple TV lineup, with the top-end Apple TV now coming in at $249 and entry-level models starting at nearly $200. For many cord cutters, that’s a tough price to justify when there are excellent streaming devices available for a fraction of the cost.
The timing couldn’t be better if you’ve been thinking about making the switch. Just one day after Apple’s price hike, Google dropped the price of its Google TV Streamer 4K to $71.24, as part of an Amazon Prime Day deal, making it one of the best values on the market right now.
If you don’t want to spend hundreds of dollars on a streaming player, here are the best Apple TV alternatives available today.
Best Overall: Google TV Streamer 4K
Apple may have doubled down on premium pricing, but Google is doing the exact opposite. The Google TV Streamer 4K is currently 29% off for Prime members, making it one of the easiest recommendations for anyone replacing an Apple TV. It offers flagship-level performance while costing dramatically less than Apple’s new $249 model.
Why it’s worth buying
- 4K HDR with Dolby Vision support
- Dolby Atmos audio
- Fast, modern interface powered by Google TV
- AI-powered content recommendations
- Smart home controls built in
- 32GB of storage
- Ethernet port included
- Voice remote with Google Assistant
Unlike Apple’s new pricing strategy, Google’s latest streamer delivers premium features without the premium price tag. If you’re invested in Google services or simply want a fast, polished streaming experience, this is arguably the closest competitor to Apple TV.
Best for Alexa Homes: Amazon Fire TV Stick 4K Max
If your home already uses Alexa devices, the Amazon Fire TV Stick 4K Max remains one of the strongest alternatives. It’s currently on sale for $34.99 for Prime members, and it hits all the sweet spots because it delivers nearly everything Apple TV users care about.
Highlights
- Wi-Fi 6E support
- 4K Ultra HD streaming
- Dolby Vision, HDR10+, and Dolby Atmos
- Fast app launches
- Xbox Cloud Gaming support
- Alexa Voice Remote included
- Frequent Prime Day discounts
Amazon has continued improving Fire TV performance over the past few years, and the 4K Max delivers plenty of speed without the high-end price tag Apple now commands.
Fire TV streaming sticks are also great for Prime Video subscribers and Alexa smart homes. Right now, Prime members can save big across the lineup:
- Base-option: Amazon Fire TV Stick HD is 54% off — Now $15.99 (Limited time deal)
- Budget-friendly: Amazon Fire TV Stick 4K Select is 55% off — Now $17.99 (Limited time deal)
- Value-seekers: Amazon Fire TV Stick 4K Plus is 50% off — Now $24.99 (Prime Exclusive Deal)
- Best alternative: Amazon Fire TV Stick 4K Max is 42% off — Now $34.99 (Prime Exclusive Deal)
- Power-users: Amazon Fire TV Cube is 36% off — Now $89.99 (Prime Exclusive Deal)
And with an eligible trade-in, you can take an additional 20% off select devices.
Best Value: Roku Ultra
Normally $99.99, the Roku Ultra is on sale for $81.95, and it delivers more of that premium feel than any streaming stick. Apple TV owners are usually accustomed to a fast, polished UI, and Roku continues to be one of the easiest streaming platforms for beginners and experienced cord cutters alike.
Why people love Roku
- Fast, box-style hardware (instead of a stick)
- Ethernet and Wi-Fi 6E USB port for local media
- Dolby Vision and Dolby Atmos
- Excellent Voice Remote Pro with rechargeable battery, backlit buttons, remote finder, and private listening
- A much cleaner, less promotional interface than Fire TV
Unlike Apple TV, Roku devices remain affordable and straightforward, making them a great choice if you simply want to watch your favorite streaming services without paying for extra hardware features you may never use.
If you prefer a streaming stick, Roku’s Streaming Stick 4K is marked down to $44.49, and it offers 4K HDR streaming, fast setup, a voice remote, and an easy-to-use streaming experience.
Best Budget Pick: Walmart Onn Google TV 4K Pro
If your goal is spending as little as possible without sacrificing features, Walmart’s Onn streaming devices continue to impress. The onn 4K Pro Google TV ($44.73) has become a favorite among cord cutters thanks to its surprisingly premium hardware at a budget price.
Features
- Google TV interface
- 4K HDR support
- Dolby Vision
- Dolby Atmos
- Voice remote with Google Assistant
- Built-in speaker with hands-free voice controls
- Ethernet support
For well under half the cost of Apple’s new premium streamer, the Onn 4K Pro offers nearly everything most households need. Budget-conscious shoppers who still want premium streaming features can save on an onn streaming device.
Right now, Walmart is offering up to three months of Apple TV for free with the purchase of select onn streaming devices. Other highlights in the onn lineup include:
- onn Full HD Google TV Streaming Device — $19.88: An ultra-cheap, easy smart upgrade
- onn 4K Google TV Streaming Device — $24.88: True 4K at a very low price
- onn 4K Plus Google TV Streaming Device — $49.98: Sweet spot for budget-conscious
Apple’s Price Increase Makes the Competition Even More Attractive
Apple TV has long been considered one of the best streaming devices available, but its latest price increase changes the value equation considerably. With the top model now costing $249, many cord cutters can purchase two or even three premium streaming devices from competing brands for roughly the same price.
At the same time, Google is moving in the opposite direction by offering its Google TV Streamer 4K at 29% off during Prime Day, making it one of the standout streaming hardware deals available right now.
If you’ve been on the fence about replacing an aging Apple TV or simply can’t justify Apple’s new pricing, there has rarely been a better time to explore the competition.