Apple's tech is always a step behind.
Behind what.. your insightful response would be appreciated LOl
Apple TV 4k vs Fire TV Cube! Which Should YOU Buy? - Bing video
I realize this is just a random review, but it seems to be the case with many others I have looked at and many point out to the better color saturation/accuracy vs. other devices due to the color matching tech with phone.
The Apple 4K TV
- Faster CPU, more powerful GPU
- More main memory 4GB DDR4 vs 2GB on Cube II or III
- 64/128GB of memory vs 16GB on the Cube II/III.
- 1 GB Ethernet connection vs 10/100 on Cube II/III (Cube III supports WiFi 6E, but I hardware)
- All the same video formats minus AV1 on the Cube III
- All the same Audio Codecs, plays FLAC files now and Dolby MAT (With Amazon)
That being said, I thought Apple TV 4K was missing something on audio codecs from what I have read in the past, but I can't seem to dig it up. I tend to watch 4K Blurays when I play Atmos Movies, so to be honest, I haven't compared lately. I also use my NAS as a Plex Server to stream full bandwidth movies I have ripped.
I definitely prefer its voice commands, screen interface and lots of memory to store apps. I don't need another Alexa device, having 2 in the same room is very annoying lol. I have nothing against the Firecube, but definitely prefer Apple over the Cube. That may change as AV1 becomes more prevalent. or if Apple is unable to support it with the A15 Bionic (jury is still out if they can)
No Advertisements on Apple 4k TV which is also a big plus