Amazon launches new Fire TV Cube to upscale HD to 4K, new backlit voice remote too

As the markets for smart speakers and 4K video content pick up pace of adoption, Amazon has unveiled its latest generation streaming device that can do both. Called the Fire TV Cube and now in its third-generation iteration, the Fire TV Cube is the most expensive of Amazon’s streaming devices — but also doubles up as a smart speaker, while streaming over-the-top (OTT) content.

The Fire TV Cube 3rd Gen brings a new processor, which Amazon claims will help users load apps faster. More importantly, the new processor brings a feature called ‘Super Resolution Upscaling’ — which Amazon said can upscale standard high definition (HD) content to 4K quality. It’s not clear exactly how this would work — streaming platforms such as Netflix typically charge higher subscription prices for 4K content, so if the Fire TV Cube 3rd Gen does what it claims, users may not need to pay extra for the highest quality of video content.

The launch comes as the market for 4K video content has steadily increased, particularly in metropolitan markets, owing to greater bandwidth and data availability of internet services. A global 4K content market forecast report for 2022, published by Hyderabad-based market research firm IndustryArc, pegs the global 4K content streaming industry to be worth $115 billion in the next four years — growing at over 18% annually.

It is this growth and demand that might make a device such as the Fire TV Cube 3rd Gen relevant today.

However, to be sure, Amazon itself has significantly more affordable 4K streaming options — such as the Fire TV Stick 4K that costs ₹2,999 in India. In comparison, the new Fire TV Cube is priced at ₹13,999, or over 4x the price of the Fire TV Stick 4K.

For this price difference, the Fire TV Cube offers a built-in speaker with handsfree Alexa voice assistant access, and an Ethernet port for those with weak Wi-Fi connectivity at home. Being a handsfree Alexa speaker also turns the Fire TV Cube into a smart home hub, which can allow users to control their smart bulbs and plugs without needing an additional device.

Alongside the new Cube, Amazon has also launched the Alexa Voice Remote Pro. Priced at ₹2,499, the remote offers backlit buttons, which will light up when it detects low ambient light and motion. It also comes with a handsfree remote finder, with a built-in speaker that pings to a voice command for Alexa to find the TV remote.

Amazon’s new products cater to a smart speaker and streaming market, which is slated for steady growth even as the market for smart televisions saturates. According to a market survey by research firm TechArc from June 29, four out of every five users who own compatible appliances and gadgets use voice to communicate with their devices at home — a category that both of Amazon’s new products are aimed at.