With all the hoo-hah surrounding the Apple TV 4K box you'd think it was the first set-top-box to adopt 4K HDR and Dolby Vision video streaming. But it wasn't even close to being the first.
Nvidia's Android-powered Shield TV box is in its second generation already and has been capable of streaming 4K HDR content, in up to 60fps, for more than a year.
Admittedly, it doesn't have the might of iTunes to draw on, but it does sport Netflix, Amazon Video, YouTube and, of course, Google's own Play Movies store for 4K content.
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Nvidia has also taken Apple on head-to-head by dropping the price. Or, at least, ditching the games controller for a cheaper option.
From 18 October, you will be able to pick up an Nvidia Shield TV with just the media remote for £179 - putting it on a par with the entry-level Apple TV 4K box. You can still buy the 16GB model with the controller for £189.99 should you want to make use of the Shield TV's undoubted games prowess.
The controller is also available as a standalone extra for £59.99 if you decide you do want one down the line.
Pre-orders for the remote only Shield TV are now live, so you can nab yours from nvidia.co.uk for day one.