Earlier this week, Apple finally pulled the trigger on a 4K Apple TV in the hopes of finally rivaling Ultra HD offerings from Amazon.
However, no sooner had Apple got on an equal footing that Amazon could be set to leap ahead again.
The explanation is likely to be the subject of a leak earlier this week, which showed a Chromecast-like Fire TV device with an integrated HDMI cable.
Related: Apple iPhone event recap
However, another more interesting arrival appears to be a Fire TV/Amazon Echo Dot hybrid device featuring the trademark Alexa lights and microphone controls.
According to the leak, both devices will support 4K video at 60fps.
With the existing models currently unavailable, we wouldn’t be surprised to see the new devices released before the week is out.
The 5th-gen Apple TV will go on sale on September 22 £179/$179. It’s 4K capabilities are boosted by Apple’s decision not to charge consumers extra for 4K movies via iTunes.
Will Amazon respond in kind?
Would an Amazon Echo/Fire TV hybrid put paid to Apple’s hopes of dominating the home streaming arena? Drop us a line @TrustedReviews on Twitter.