Innovation is the back born of every potential growth. However, making innovative decisions doesn’t necessarily translate to achievement. Apple knows this too well given its decision to  4K television, a move that initially looked acceptable but not anymore after Alphabet Inc (NASDAQ:GOOGL) Google introduced its Chromecast device, the Chromecast Ultra. The holidays are here but apparently, 4K programming remains elusive, and there is no sign as to whether or not Cupertino will be releasing a 4K compatible Apple TV anytime soon.

But is Google’s Chromecast Ultra much better than previous Chromecasts?

Google released its original model of Chromecast in 2013. Its newest Chromecast device, which will cost $69, is an upgrade, but not groundbreaking It comes out to $35 more than its predecessor. So what is the upgrade rooted in? First, it is capable of streaming 4K and HDR video on 4K displays. During its launch, Google’s Mario Queiroz said that the device not only loads content 1.8 times faster than older versions but it also provides an even crisper picture.

YouTube, Netflix, Inc. (NASDAQ:NFLX), and Vudu are some of the platforms from which one can obtain 4K content streaming. The Chromecast Ultra also supports HDR content — both HDR10 and Dolby Vision format. However, improved Wi-Fi connectivity is a basic requirement, but even for those without, Google says it will support them by including an Ethernet port on the power adapter.

Should Apple be worried about Google’s move?

Certainly, Apple should start getting its act together given the worldwide competition. Besides, a large portion of folks who will stream with Chromecast will likely use an Apple device. Thus Apple should be the leader in the promotion of 4K technology. However, the company will only achieve should it embrace 4K compatibility.

Apparently, the 4K TV may not have so much content to offer however much it feels fancier than its predecessors. Some of those who have watched the same 4K videos on the new Chromecast claim that many of them looked only a little bit sharper, smooth and slightly flawed. There are those who have chosen to retain their last year’s model. But the question remains, is this the best time for an upgrade?

Alphabet’s stock closed at $785.00, an increase of $0.20 or 0.03%, while that of Apple closed at $111.80 witnessing an increase of $0.07 or 0.06%