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The new Apple TV 4K now has even more competition.。

Roku just unveiled a new lineup of streaming players, including a new 4K and HDR-ready streaming stick that costs just $69.99.。

SEE ALSO:Comcast is launching a live TV streaming service for cord-cutters 。

The Roku Streaming Stick is an updated version of the company's streaming stick that adds 4K and HDR streaming at up to 60 frames per second. 。

Though it maintains a similar form factor as previous streaming sticks, Roku changed up the design a bit. The wireless receiver has been moved from within the stick itself to the power cord, in order to improve its performance and range. Roku says the Streaming Stick can get four times the wireless range as last year's streaming stick.。

The company is also updating its higher-end 4K streaming player, the $99.99 Roku Ultra, which has the same streaming features as the Streaming Stick , but adds an ethernet port and micro SD card slot. 。

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Credit: roku。

Both new players will be tough competition for Apple's new 4K set-top box, which starts at $179.。

At the lower end, the company is also updating its standard Roku Streaming Stick, with a new $49.99 model that adds a new voice-enabled remote.。

There's also a new $29.99 Roku Express and $39.99 Roku Express , which come with upgraded processors that make the devices five times more powerful as last year's models, according to the company.。

All of the new streaming players are available for pre-order now and will hit shelves "around October 8th," according to the company. 。

Roku also unveiled the latest version of its operating system, which will be rolling out in November, The update adds improved voice controls, so you can launch apps and search for more types of content, single-sign on for cable subscribers, and an updated 4K "Spotlight" channel, which highlights available 4K content.。

The Roku OS update also adds some new features for Roku TV owners, including the ability to search for over-the-air content for antennas users, and new voice controls so you can switch between inputs or change channels with voice commands.。