Apple TV vs. Roku: Which streaming device should you buy?

Maria Diaz/ZDNET

Choosing the right streaming device between Apple TV, Roku, Chromecast, and Fire TV streaming devices and televisions can be challenging. These devices do the same thing in different packages and on different platforms. While they can all make dumb TVs smart and give users access to streaming services and smart home features, they offer different user experiences. 

Also: The best live TV streaming services of 2024: Expert tested

Two major players, Roku and Apple TV, have gotten very popular since the cord-cutting movement began some years ago. If you've decided to get a new streaming device and are now torn between the Apple TV 4K and a Roku device, we'll break down how each one performs and our experiences with each one.

Specifications

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You should buy the Apple TV 4K if...

Maria Diaz/ZDNET

1.  You love the Apple ecosystem

The Apple TV 4K is a great extension of the Apple ecosystem in your TV. It's intuitively easy to navigate when you've grown accustomed to using an iPhone or iPad, and it connects to your Apple ID, so you can use your AirPods to watch TV or switch between profiles while keeping each user's preferences separate. 

Navigating tvOS, Apple's smart TV operating system, is similar to iOS. The app tiles look familiar, and the system uses Siri as a virtual assistant. You can even double-press the center button on the Siri Remote to view all your recently opened apps and close any you're done with, as you can on an iPhone and iPad.

Also: Apple TV 4K review: Apple is finally selling more for less

The Apple TV 4K is also a great option if you have Apple One, which includes Apple TV+ and can include Apple Music, Arcade, and News+. As an Apple One subscriber and HomeKit user, I enjoy using the Apple TV 4K as a smart home hub that works as an all-in-one entertainment center. 

You can use Apple TV+ seamlessly with other streaming subscription services within the app, as Apple has integrations with other streaming services so their content appears within Apple TV+.

Also: Why I'm recommending the standard iPhone 16 over the Pro this year (and I'm not alone)

If you have an iPhone and like to use AirPlay, the Apple TV 4K makes for easy screen mirroring with iOS integration. Roku also supports AirPlay, but the Apple TV 4K features a faster, more optimized screen-mirroring experience.  

2. You don't want to see ads

While Roku tries to make ads fit unobtrusively into the OS in different ways, they're not very discreet. Roku features banner ads on the Home Screen and as part of its screensavers, including paid promotions for cars driving in Roku City. Most Roku ads appear on the right side of the screen to promote various TV shows, movies, or streaming services. 

The Apple TV 4K is like buying any other Apple device, so you can count on not seeing random ads appear throughout your viewing experience. While Apple may collect user data if users allow it, it doesn't show personalized ads and recommendations within tvOS in the form of ads.

Also: The best 4K projectors of 2024

Even if you pay for ad-free versions of streaming services within products like Netflix, Disney+, and Prime Video, the Roku interface will still show ads on the Home Screen. 

3. You want a smart home hub through Apple Home

This goes with wanting an Apple ecosystem experience, as the Apple TV 4K also doubles as a smart home hub with Thread and Matter support. If you want a smart home hub to add to your home and integrate with Apple Home, then the Apple TV 4K is a great option. 

The device lets you add it as a hub in the Apple Home app like you can with a HomePod or HomePod mini to connect smart home devices. When you watch TV, you can easily access your HomeKit-compatible smart home devices through your Apple TV 4K, so you can view your doorbell camera feed or see when a smart lock is unlocked. 

Also: This small iOS 18 change will make a huge difference in my smart home

Roku also integrates with Roku Home products, but the device doesn't double as a smart home hub. 

You should buy a Roku device if...

Maria Diaz/ZDNET

1. You prefer a more affordable option

While the Apple TV 4K directly compares to the newest Roku Ultra in features and price, other, more affordable Roku streaming devices are available. There are only two versions of the Apple TV streaming device, which means you'll pay a higher upfront cost if you choose to go with Apple's device. But there is a wider range of Roku Streaming Sticks and devices for a fraction of the price of an Apple TV 4K, including the following:

Roku Express for $30: An HD-supporting compact streaming device for essential viewing. Roku Express 4K+ for $40: An upgraded version of the Express model, with 4K support and TV controls on the remote control.Roku Streaming Stick 4K for $50: This is Likely Roku's most popular streaming device. It is a dongle that connects to your TV and offers 4K support.Roku Ultra (2024) for $99: The new Roku Ultra is a tabletop device with Wi-Fi 6 support, the new Voice Remote Pro 2nd Edition, and a faster processor than ever. 

You can also buy other more affordable peripherals than those that offer the best integrations with the Apple TV 4K. While the latter is compatible with the Apple HomePod and HomePod mini and different brands like Sonos and Sony speakers, Roku features a lineup of affordable speakers that work seamlessly with its streaming devices. 

Also: New Roku Ultra is faster with better Wi-Fi - how it compares with Google TV Streamer

These more affordable Roku wireless speakers, including the Roku Streambar and Roku Wireless Subwoofer, are designed to work with Roku so you don't experience interference or delays.

The Apple TV 4K is also compatible with Bluetooth speakers, but the best integrations are with more expensive speakers, including the Sonos Arc, Sonos Beam, and soundbars from Bose and LG.

2. You lose your remote often

The new Roku Ultra comes with a Roku Voice Remote Pro 2nd Edition, though you can buy the remote separately for an older Roku streaming device or Roku TV. 

This remote has been a lifesaver for my TV room, which has a Fire TV. I added the Roku Ultra, as the FireOS ran slower as the TV got older. Aside from crisper audio integration and a better image, the Roku Ultra fixed one of my biggest gripes with my older Fire TV: my kids always lose the remote. The Alexa Voice Remote is thin and slides easily between the couch cushions, and once got caught in the reclining mechanism of a chair that tried to Hulk-Hogan it in half. The Apple TV 4K's Siri Remote is heavier but very thin, so I've added a silicone sleeve for loss prevention. 

Also: Constantly losing your remote control? This new option is just what Roku users need

The new Roku Ultra lets you ask, 'Hey Roku, find my remote.' The remote starts beeping for one minute so you can find it quickly; no more blindly hunting for where my five-year-old left it. Apple uses Bluetooth to find the Siri Remote but doesn't make it beep or make sounds. Bluetooth isn't as accurate as UWB technology for high-precision activities, so finding your remote isn't as easy as finding an AirTag.

3. You want the option to purchase a Roku TV

While you can add an Apple TV 4K device to almost any newer TV model, you can't buy a TV with built-in tvOS. Many Roku TVs are available, so if you're in the market for a new TV rather than just a streaming device, you can buy a smart TV with Roku built-in. This is one clear advantage Roku has over the Apple TV 4K streaming device, as these smart TVs are available at a wide range of prices and have long-term software support.

Also: Roku vs Fire Stick: Which one is best for your streaming needs in 2024?

For example, I purchased a tiny 32-inch Roku TV in my office when we moved into our house almost three years ago. This TCL Roku TV looks and sounds great for everyday streaming, especially for a $100 TV. Since then, the TV has gotten all the latest OS updates, and I upgraded its remote to the new Roku Voice Remote Pro 2nd Edition.

Alternatives to consider