ConsFirst / Streaming devices / Compare
Apple TV 4K (3rd Gen, 2022) vs Amazon Fire TV Cube (3rd Gen)
Which one has the downsides you can live with?
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The short answer
Apple TV 4K (3rd Gen, 2022) ranks higher (#1 vs #3 of 8) and scores better on speed & interface, apps & formats, ads & privacy, wi-fi & reliability. Amazon Fire TV Cube (3rd Gen) wins on remote.
The biggest complaint about the Apple TV 4K (3rd Gen, 2022) is expensive, and now pricier; for the Amazon Fire TV Cube (3rd Gen) it's expensive. Pick the one whose catch bothers you less.
Side by side
| Apple TV 4K (3rd Gen, 2022) | Amazon Fire TV Cube (3rd Gen) | |
|---|---|---|
| Rank in streaming devices | #1 | #3 |
| Price tier | $$$ | $$$ |
| Type | Box with smart-home hub | Box |
| Amazon 1–2★ share | 3% | 10% |
| Overall score | 4.2 | 3.7 |
| Speed & interface | 5.0 | 4.5 |
| Apps & formats | 4.5 | 4.0 |
| Ads & privacy | 4.0 | 2.0 |
| Remote | 3.0 | 4.5 |
| Wi-Fi & reliability | 4.5 | 3.5 |
Price tiers: $ under $50 · $$ $50–100 · $$$ over $100. Highlighted = clearly better (a score gap of 0.3 or more, or a 1–2★ share at least 3 points lower). Scores are explained, with sources, on each product's page.
Top complaints
Apple TV 4K (3rd Gen, 2022)
- Expensive, and now pricier
CNET lists it as 'still a lot more expensive than rival, capable streamers' and Tom's Guide as 'still expensive'. PCMag notes Apple raised the price by $70 to $199 on June 25, 2026, citing memory costs.
- Finicky remote, no Find My
PCMag found the touchpad overly sensitive and the lack of a home button unintuitive (both can be changed in settings). Wirecutter calls the remote sometimes finicky, and Tom's Guide lists no Find My remote feature.
- Apple-first, with some gaps
Wirecutter says it puts Apple's content at the forefront. PCMag found tvOS and the Apple TV app confusingly overlapping, no live TV guide, no YouTube Music, and Siri only via the remote. Ethernet is only on the pricier model (CNET).
Amazon Fire TV Cube (3rd Gen)
- Expensive
PCMag lists the price as its main con. Its list price is now $199.99 per PCMag and Tom's Guide (it launched at $139.99). Amazon owners are divided on value.
- Crashes and Wi-Fi problems for some
Amazon's review summary says functionality is mixed, with some owners saying it hardly ever works, crashes all the time or has Wi-Fi connectivity issues.
- Prime-first and too specialized
Wirecutter says it still puts Prime Video content at the forefront and is too specialized. PCMag notes no AirPlay or Google Cast, and that Wi-Fi 6E doesn't improve video quality.
Source: Wirecutter (NYT), PCMag review
Who should pick which
Pick the Apple TV 4K (3rd Gen, 2022) if
iPhone, Mac and HomeKit households
The fastest app loading
Apple Arcade and Apple Fitness+
Skip it if: You're on a budget; You don't use Apple services; You want hands-free voice control
Pick the Amazon Fire TV Cube (3rd Gen) if
Hands-free Alexa control of the TV and smart home
Routing a cable box or console through Alexa
Wired Ethernet setups
Skip it if: You don't use Alexa; You want service-neutral recommendations; You're on a budget
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