But in the UK, Amazon may already be outstripping its rival.
Fire TV was released last year, and according to Amazon it’s become the best-selling media box in UK and German markets since.
Of course, there may be change ahead, as the competition has stiffened considerably in the past year. Apple isn’t the only one to have stepped up its game in media streaming - other rivals include Roku and Google, with its Nexus Player.
Consumers are spoilt for choice, but Paolo Pescatore, director of multiplay and video at CCS Insight, said that Amazon's new release gives it a leg up:
The battle for the home continues to intensify among the leading online giants, especially for the living room. As Amazon launches its new Fire TV, 4K support will give the company early mover advantage in a cut throat and increasingly competitive market.
The updated Fire TV promises a 75 per cent more powerful processor, smarter voice control, and - most importantly - 4K streaming, which means you can start watching your favourite Netflix shows in ultra-high definition.
Pre-orders of the Fire TV start today, and the box will be shipping from 5 October.