Apple TV 4K vs Roku Ultra
The new Apple TV 4K adds the A19 chip, hands-free Siri AI and a Find My remote, and doubles as an Apple Home hub, but it now costs $299. The Roku Ultra costs about half as much and works with AirPlay, Google Home and Alexa.
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Quick answer
Choose Apple TV 4K (4th generation) ($299) if you use an iPhone and Apple Home, you want HomePod surround sound or you want the fastest chip and Wi-Fi 7. Choose Roku Ultra ($149.99) if you want to spend less, you use Google Home or Alexa or you want a remote with a lost-remote finder and headphone mode.
Last updated Prices checked Nov 2026
Check Apple TV 4K (4th generation) price (opens in a new tab)Check Roku Ultra price (opens in a new tab)
Key facts at a glance
| Apple TV 4K (4th generation) | Roku Ultra | |
|---|---|---|
| Price (Nov 2026) | $299 list | $149.99 list / ~$99.99 street |
| Chip / speed | A19: up to 50% faster CPU and 2x GPU vs previous model | 30% faster than any other Roku player |
| HDR | Dolby Vision, HDR10+ | Dolby Vision, HDR10, HDR10+, HLG |
| Audio | Surround with four HomePod mini 2 or HomePod (2nd gen) | Dolby Atmos decode via HDMI; DTS passthrough |
| Voice | Siri AI, hands-free via three far-field mics | Hands-free voice on the Voice Remote Pro |
Get the Apple TV 4K ($299) if you live in Apple’s ecosystem and want a home hub, HomePod surround sound and Siri AI. Get the Roku Ultra ($149.99 list; about $99.99 at B&H when we checked) if you want a capable 4K streamer for far less that also supports AirPlay. The new Apple TV is available from November 13. You can pre-order it now.
Apple TV 4K (4th generation) vs Roku Ultra: side-by-side
| Apple TV 4K (2026) | Roku Ultra | |
|---|---|---|
| Price (Nov 2026) | $299 list | $149.99 list / ~$99.99 street |
| Chip / speed | A19: up to 50% faster CPU and 2x GPU vs previous model | 30% faster than any other Roku player |
| HDR | Dolby Vision, HDR10+ | Dolby Vision, HDR10, HDR10+, HLG |
| Audio | Surround with four HomePod mini 2 or HomePod (2nd gen) | Dolby Atmos decode via HDMI; DTS passthrough |
| Voice | Siri AI, hands-free via three far-field mics | Hands-free voice on the Voice Remote Pro |
| Remote finder | Find My with Precision Finding | Lost remote finder |
| Wi-Fi / Ethernet | Wi-Fi 7, Ethernet | Wi-Fi 6, 10/100 Ethernet |
| Smart home | Apple Home hub | Works with AirPlay/HomeKit, Google Home, Alexa |
| Storage | 128GB | — |
| Extras | Dedicated AV1 decoder | USB 3.0 playback; Bluetooth headphone mode |
How much do they cost?
Apple TV 4K (4th generation) plans
| Option | Price | Note |
|---|---|---|
| Apple TV 4K (128GB, Wi-Fi 7, Ethernet) | $299 | Single configuration; available November 13 |
| Previous model | $199 / $249 | Earlier 2026 prices; started at $129 at the beginning of the year |
Roku Ultra plans
| Option | Price | Note |
|---|---|---|
| Roku Ultra (list after July 2026 hike) | $149.99 | The Verge: up from $99.99 |
| Roku Ultra (street, Nov 2026) | $99.99 | B&H Photo listing when we checked |
What are the pros and cons?
Apple TV 4K (4th generation): pros
- Fast A19 chip and AV1 decoding
- Hands-free Siri AI
- Apple Home hub and HomePod surround
- Wi-Fi 7 and Ethernet
Apple TV 4K (4th generation): cons
- $299, up from $129 at the start of 2026
- Best inside Apple’s ecosystem
- Ships November 13
Roku Ultra: pros
- About half the price
- Rechargeable, backlit remote with lost-remote finder
- Works with AirPlay, Google Home and Alexa
- Bluetooth headphone mode
Roku Ultra: cons
- Price rose $50 in 2026
- Wi-Fi 6 and slower 10/100 Ethernet
- No home hub role
Which should you choose: Apple TV 4K (4th generation) or Roku Ultra?
The Apple TV 4K is the more powerful streamer and the clear pick for Apple households, especially if you’ll use it as a home hub or pair it with HomePods. At $299, though, it costs about twice as much as the Roku Ultra. The Ultra covers the essentials, including Dolby Vision, HDR10+, Dolby Atmos and AirPlay, for $149.99.
Choose Apple TV 4K (4th generation) if…
- You use an iPhone and Apple Home
- You want HomePod surround sound
- You want the fastest chip and Wi-Fi 7
Choose Roku Ultra if…
- You want to spend less
- You use Google Home or Alexa
- You want a remote with a lost-remote finder and headphone mode
Price: both went up in 2026
The new Apple TV 4K comes in one $299 configuration with 128GB, Wi-Fi 7 and Ethernet (Apple Newsroom / MacRumors[2]). Availability begins November 13, 2026. Roku raised the Ultra from $99.99 to $149.99 in July 2026, The Verge[5] reports, citing the memory shortage. When we re-checked in November 2026, B&H still listed the Ultra at $99.99, so street pricing can undercut the post-hike list.
What’s new in the Apple TV 4K
Apple’s announcement lists the A19 chip, with up to 50% faster CPU and 2x faster GPU performance than the previous generation, and a dedicated AV1 decoder for more efficient streaming. It also has three far-field microphones for hands-free Siri, a Siri Remote with Find My and Precision Finding, and surround sound with four HomePod mini 2 or HomePod (2nd generation) speakers. Pre-orders opened October 13, and it’s available from November 13.
What the Roku Ultra offers
Roku says the Ultra is 30% faster than any other Roku player. It supports 4K with Dolby Vision, HDR10+ and HLG, Dolby Atmos decoding via HDMI and DTS passthrough. Its Voice Remote Pro (2nd edition) is backlit, rechargeable and hands-free, and has a lost remote finder. It also has Wi-Fi 6, Ethernet, a USB 3.0 port and Bluetooth headphone mode, and it works with Apple AirPlay and HomeKit, Google Home and Alexa.
Who should skip this
Skip both if your smart TV’s built-in apps are already fast enough. Skip Apple TV 4K if $299 is too steep for streaming alone, nobody in the house uses Apple devices, or you mainly watch free ad-supported channels. Skip Roku Ultra if you want Siri AI, an Apple Home hub, HomePod surround or Wi-Fi 7. See also best streaming devices. Roku vs Fire TV remains queued for a later restore — not indexed yet.
Frequently asked questions
Is the Apple TV 4K worth it over a Roku?
How much is the new Apple TV 4K?
Does Roku work with AirPlay?
Who should skip Apple TV vs Roku?
Sources
Pricing and plan details were checked on the official pages below as of Nov 2026. Vendors change prices, credits and plan names often, and some show regional pricing at checkout, so confirm on the vendor’s site before you buy.
- Apple Newsroom: Apple unveils the new Apple TV 4K (October 13, 2026) (apple.com)
- MacRumors: Apple TV 4K is now even more expensive, 128GB model priced at $299 (October 13, 2026) (macrumors.com)
- Apple: Apple TV 4K (apple.com)
- Roku: Roku Ultra product page and specifications (roku.com)
- The Verge: Roku raises streaming hardware prices by up to $50 (July 24, 2026) (theverge.com)
- B&H: Roku Ultra 4850R street price check (November 2026) (bhphotovideo.com)
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