Fire TV

Amazon unveils its Apple TV competitor: meet the $99 Fire TV set-top box

Amazon has just taken the wraps off its new media-streaming device designed to compete with the likes of Apple’s $99 Apple TV hockey puck, Roku devices and other media-streaming boxes available to cable-cutters today.

It’s rather predictably called the Fire TV in a nod to the successful Kindle Fire tablet brand, costs $99 and runs a forked Android version code-named ‘Mojito’.

Powered by a quad-core processor with 2GB RAM and a dedicated graphics processor, the set-top box is capable of streaming full HD 1080p resolution video (1,920-by-1,080 pixels) and Amazon claims it’s three times more powerful than the Apple TV.

It supports 7.1 Dolby Digital Plus surround sound via HDMI and optical audio-out, has dual-band, dual-antenna Wi-Fi, comes with a Bluetooth remote and ties into Amazon’s vast ecosystem of digital content licensed from Hollywood majors and broadcasters.

I don’t think Apple should be concerned because the Fire TV’s user interface appears clunky (I even like Chromecast’s better) and it’s hard to see much that isn’t already out there, though I have no doubt in my mind that the Fire TV is here to stay and tie existing Amazon customers even deeper into its ecosystem.

Read on for the full reveal…