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Amazon's latest product, the recently announced Fire TV Cube, is a triple-threat - but is it a threat to the Apple TV?

This means you can ask Alexa to find sci-fi movies, play movie trailers or show more results.

The Fire TV Cube has dual-band Wi-Fi built in but also comes with an Ethernet adapter for a wired internet connection.

As from 13 June, Air France will innovate with intelligent voice recognition with Alexa, the virtual voice assistant developed by Amazon, and will be one of the first airlines to offer this functionality.

Fire TV Cube uses multi-directional infrared technology, cloud based protocols and HDMI CEC, that-combined with Alexa-let you control your compatible TV, sound bar, A/V receiver, and cable or satellite box. And, like the Polk Alexa-enabled Command Bar (which is a soundbar that also has a light ring), the buttons on the top also copy those found on an Echo.

Similar to Amazon's existing Fire streaming sticks, the Cube supports popular video apps, such as Netflix and Hulu.

Using Alexa is as simple as asking a question.

Interestingly enough, the Fire TV Cube has some brand new competition on the audio side of things in Sonos' slick and smart new soundbar, the Sonos Beam. Voice search is also supported, not to mention all the typical Alexa tricks, like weather forecasts, news and smart home device controls. Comcast, DISH and DirecTV are among the cable services that are supported at launch.

Initially, the Echo Look had debuted as a camera that was available through invites only, but throughout those trial months, the Echo Look has been improved and now also has an Echo Look smartphone app, which of course, you can purchase from Amazon's website. Another plus: since it's created to hook up to a TV, users can easily control and view smart camera feeds. Amazon tweaked its Fire TV user interface for the Cube to make it a "more natural way to navigate", the company said in a statement.

The preorders for the Fire TV Cube already live and Prime members can buy it at a discounted price of $89.99, provided they order on June 7th or 8th.