Amazon announced Wednesday that it is launching the Fire TV, a video streaming device to compete with Roku and Apple for $99. For many years, Amazon chose not to enter the battle over the living room, providing Amazon Instant Video software rather than creating its own streaming devices. Amazon claims its Fire TV alleviates the lag problems of set-top box competitors and can perform three times faster than Roku and Apple. “We need to invent and simplify on behalf of customers," said Amazon's Peter Larsen.
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