If you're standing in front of a store shelf or scrolling online, trying to decide between the Roku Ultra and the Apple TV 4K, you're not alone. Both are top-tier streaming boxes. Both support 4K HDR, Dolby Vision, and Wi-Fi 6. Both cost around $100. So why does one cost $120 and the other $179? And more importantly-which one actually makes your TV feel smarter, faster, and more enjoyable to use?
It’s Not About 4K or HDR-It’s About the Experience
Let’s get this out of the way: both devices play 4K content perfectly. Netflix, Disney+, Apple TV+, Amazon Prime Video-they all look great on either. Dolby Atmos? Check. HDR10+? Covered. Motion smoothing? You can turn it off on both. So if you’re buying based on picture quality alone, you’re not making the right choice.
The real difference isn’t in the pixels. It’s in the software. It’s in how the remote feels in your hand. It’s in whether your smart home lights dim when you start a movie. It’s in whether your kid can find their favorite show without asking you for help.
Roku Ultra: Simple, Fast, and Open
Roku has spent over a decade making streaming as easy as turning on the TV. The Ultra is their flagship for a reason. It’s got a powerful quad-core processor, a headphone jack on the remote, voice control with both Google Assistant and Alexa built in, and a USB port you can plug a hard drive into to play your own movies.
The Roku interface doesn’t try to be fancy. It doesn’t shove ads in your face. It doesn’t bury your favorite apps under layers of curated content. You open it, and you see your channels-Netflix, YouTube, BritBox, Sky Go, all in one clean row. You scroll. You pick. You watch.
And if you’ve got a big household? The Roku Ultra’s remote has dedicated buttons for Netflix, Hulu, Disney+, and Amazon Prime. No hunting. No searching. One press, and you’re in. That’s the kind of thing you don’t notice until you switch to something else-and suddenly you’re stuck digging through menus.
Roku also supports AirPlay 2, so you can cast from your iPhone or iPad. It works with Alexa, Google Assistant, and even has a built-in private listening feature. Plug in headphones, and the sound goes straight to them-no one else hears your late-night thriller.
Apple TV 4K: The Ecosystem Lock-In
Apple TV 4K is different. It’s not just a streaming box. It’s the hub of your Apple world. If you’ve got an iPhone, iPad, Mac, AirPods, or HomePod, this device integrates like nothing else.
Start a movie on your iPhone? Swipe up, tap the AirPlay button, and it’s on the TV-no setup, no login, no fuss. Want to use your Apple Watch as a remote? Done. Got Family Sharing? Everyone in your household gets their own profile, with personalized recommendations and watch history.
The Apple TV 4K runs tvOS, which feels more like a tablet than a TV interface. Apps are arranged in a grid. You can swipe left to see what’s trending. You get Siri suggestions based on what you’ve watched. If you’ve ever said, “Hey Siri, play The Crown,” and it actually worked-this is why.
Apple also owns its own content. Apple TV+ has original shows like Severance and Ted Lasso, and they’re baked right into the home screen. If you’re already paying for Apple One, this is the easiest way to access it.
But here’s the catch: Apple TV+ is only one of many services. And if you don’t use other Apple products, the magic fades. The interface feels slower. The setup takes longer. And you’re paying more for features you don’t use.
Remote Control: One Button vs. One Button Too Many
The Roku Ultra remote is a masterpiece of simplicity. It’s got volume and power buttons, a dedicated Netflix button, a headphone jack, and a voice button. It uses AAA batteries. It’s light. It’s cheap to replace. And it lasts for months.
The Apple TV remote? It’s a sleek slab of glass with a touchpad. It’s rechargeable. It’s beautiful. And it’s infuriating if you’re trying to navigate a menu with your thumb.
That touchpad? It’s great for scrolling through movies. Terrible for quick channel switching. And if your hands are wet from the kitchen or you’re holding a snack? Good luck. The Roku remote doesn’t care. It’s got physical buttons. You press them. It works.
Also, the Apple remote doesn’t have a headphone jack. You can’t listen privately unless you pair Bluetooth headphones. And if your headphones die? You’re stuck listening to your movie at full volume.
Apps and Channels: Open vs. Curated
Roku has over 50,000 channels. That includes every streaming service you can think of-and dozens you’ve never heard of. Local news stations. Religious channels. International content from India, Nigeria, the Philippines. If it’s online, Roku can probably stream it.
Apple TV has a smaller app store. Around 10,000 apps. That’s still plenty. But if you want to watch BBC iPlayer, you need to download it separately. If you want to watch ITVX or All 4? You’re out of luck in the U.S. Even in Ireland, Apple TV doesn’t have every local broadcaster.
Roku doesn’t care where you’re from. It doesn’t filter content. It just shows you what’s available. That’s why it’s the #1 streaming device in the U.S., Canada, and parts of Europe.
Price: What Are You Paying For?
The Roku Ultra costs $119. The Apple TV 4K costs $179. That’s a $60 difference.
What do you get for that extra $60? A better-looking remote. A slightly faster chip. Siri. AirPlay. Apple TV+ integration. And a brand name that sounds premium.
If you’re already deep into Apple’s ecosystem-iPhone, iPad, Mac, HomeKit, AirPods-then the Apple TV 4K makes sense. It’s the glue that holds your tech life together.
If you just want to watch Netflix, YouTube, and Sky Go without any fuss? The Roku Ultra gives you 90% of the same performance for 35% less money. And you get a remote that actually works.
Who Should Buy Which?
Buy the Roku Ultra if:
- You want the simplest, fastest interface
- You use multiple streaming services
- You don’t own Apple products
- You want a headphone jack on the remote
- You care about price and value
- You watch international or niche content
Buy the Apple TV 4K if:
- You own an iPhone, iPad, or Mac
- You use AirPlay regularly
- You subscribe to Apple TV+
- You like Siri voice commands
- You want a sleek, modern design
- You’re okay paying more for seamless integration
Final Thought: It’s Not About Power-It’s About Fit
Neither device is “better.” One isn’t faster, smarter, or more future-proof. They’re just different tools for different people.
Think of it like choosing between a Toyota Camry and a BMW 3 Series. Both get you from A to B. One is practical, reliable, and affordable. The other feels luxurious, integrates with your phone, and costs more.
If you’re looking for a streaming box that just works-no drama, no setup, no confusion-go with Roku Ultra.
If you want a device that feels like part of your Apple life, and you’re already spending money on the ecosystem? Apple TV 4K is worth it.
But if you’re just trying to watch your favorite shows without overpaying? Save the $60. Get the Roku. You’ll thank yourself later.
Is the Apple TV 4K worth the extra $60 over the Roku Ultra?
Only if you’re already using Apple products like iPhone, iPad, or Mac. The Apple TV 4K shines when it integrates with your existing Apple setup-AirPlay, Siri, Family Sharing. If you don’t use those features, the extra cost buys you little more than a nicer remote and a brand name. Roku delivers the same streaming performance at half the price.
Can I use Roku Ultra with Apple devices?
Yes. Roku Ultra supports AirPlay 2, so you can cast videos, photos, and music from your iPhone or iPad. You can also use the Roku app on your iPhone as a remote. But you won’t get the deep integration you’d get with Apple TV-like automatic profile switching or Siri voice control. Roku is compatible, but not optimized, for Apple users.
Does Roku Ultra support Dolby Vision and HDR10+?
Yes. The Roku Ultra supports both Dolby Vision and HDR10+ for 4K content. It also has HDMI 2.1, so it works with modern TVs that support variable refresh rate (VRR) for smoother gaming. Picture quality is on par with Apple TV 4K.
Which one has better voice control?
Roku Ultra supports both Google Assistant and Alexa. Apple TV 4K only supports Siri. If you use Alexa to control your lights or Google Home for music, Roku gives you more flexibility. Siri is great if you’re already in Apple’s world, but it’s limited compared to the open ecosystem Roku supports.
Can I plug a hard drive into the Apple TV 4K?
No. The Apple TV 4K has no USB port. You can’t play movies from an external drive. Roku Ultra does. If you have a collection of downloaded movies or home videos on a USB drive, Roku is the only choice here. Apple assumes you’ll stream everything-no local storage allowed.
Is the Roku Ultra better for international users?
Yes. Roku supports more international streaming services than Apple TV 4K. In Ireland, you’ll find BBC iPlayer, ITVX, and Virgin Media on Roku. Apple TV has fewer local options. If you watch content from outside your country, Roku’s open app store gives you more access.