Apple TV 4K offers Google TV users a more powerful, privacy-focused alternative (for a price)

The Google TV Streamer just got its biggest competition yet. Apple has announced the fourth generation of its sleek little streamer, the Apple TV 4K, and in many ways it has a lot of advantages over Google’s premium streaming set-top box and its brethren.

While the Apple TV 4K is positioned as a friendly addition to the Apple Home ecosystem, it might just win over Android fans as well with a chip that can accommodate high-quality streaming, hands-free control thanks to far-field microphones, an experience that’s not as notorious for its glitches, and a more privacy-focused bent.

The Apple TV 4K is equipped with Apple’s A19 chip, which Apple says delivers up to 50 percent faster CPU performance and up to twice as fast GPU performance as the previous generation. That’s a big draw for anyone frustrated with the limitations of the Google TV Streamer’s MediaTek MT8696. The A19 has a new, dedicated AV1 decoder, which is designed to use less bandwidth to deliver smoother streaming. It’s a direct hit at the Google TV Streamer, which frequently receives complaints about its tendency to stutter.

Even when Google TV is separated from the Google TV Streamer in the form of budget alternatives like the Onn TV 4k and various smart TVs, users frequently gripe about the onscreen clutter and frequent software bugs.

As with its predecessors, the latest generation of the Apple TV 4K opts out of the automatic content recognition (ACR) that Google TV and other streaming devices and TVs have. ACR monitors what is watched on a TV and uses that data for targeted ads and content, but it also sells it. While ACR can often be turned off, it is not something that most consumers would know about, let alone seek out a solution for.

All that said, Google is not unprepared for the arrival of the Apple TV 4K. It’s been two years since the Google TV Streamer was released, and Google is reportedly working on an update. It should be equipped with the faster processor and increased storage that would be expected in a next-generation device, but it might also go right up against the Apple TV 4K with a similar built-in microphone setup. It’s also rumored to have a presence-sensing feature that would detect when someone enters the room and activate various activities like a time and weather display.

In an economy where many are seriously budgeting their spending and chip demand is driving up prices, the ultimate decider for consumers might be the cost. The Apple TV 4K comes in at a hefty $299, compared to the Google TV Streamer’s $150. But for those looking for a performance boost and who mourn the loss of the discontinued Nvidia Shield in the streaming market, it’s the same price.

And as for the updated Google TV Streamer that’s in the works, there’s no word yet on how much it could cost, but there is reason to be wary that it might reach the same price point as the Apple TV 4K. Just last month, Google raised the price of the Google TV Streamer by a steep $50.

For now, the biggest competition is the Apple TV 4K, which is available for pre-order now and will be on shelves on November 13.