Amazon's new Fire TV looks more like a Chromecast than a typical set-top box. It's a small rectangle attached to an HDMI cable, meant to go right behind your TV. But the tiny thing packs heat: It supports 4K and HDR, Dolby Atmos sound, and all the games and apps on the Fire TV. And most important, it supports Alexa, which Amazon hopes will be the remote control of the future. Amazon's announcement was full of little digs at the new Apple TV. It's $69.99, not $179.99—for $79.

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