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Most TVs sold today are 4K UHD, the 2160-line resolution that's quickly replacing HD (high definition). All major streaming services — Netflix, iTunes, Prime Video, Fandango Now — offer content in 4K resolution, and you'd have a hard time even finding a standard high-definition television at your nearby electronics store or favorite e-commerce site. As Black Friday and Cyber Monday approach, when consumers will be able to grab a 4K TV for less than $300, even more will be installing these new TVs for the holidays.

And once consumers have their shiny new 4K TVs installed, they'll be looking for ways to feast on some fresh UHD content. In many cases, that will mean investing in a 4K streaming device from Amazon ($AMZN), Apple ($AAPL), Google ($GOOG), or others.

According to sales-rank data we track at Best Buy ($BBY), Amazon has taken the clear lead with Apple TV a close second. The Fire Stick is an inexpensive way to get into 4K streaming at just $35. And despite the Apple TV's higher cost compared to the others in this list, people appear to be turning to Apple for its ease of use and integration with other Apple and iCloud devices.

Name Brand UPC Category Rank Price Amazon - Fire TV Stick 4K with All-New Alexa Voice Remote, Streaming Media Player - Black Amazon 841667144719 82 34.99 Apple - Apple TV 4K - 32GB (latest model) - Black Apple 190198463845 195 179.99 Roku - Premiere 4K Streaming Media Player - Black Roku 829610002941 218 39.99 Roku - Ultra 4K Streaming Media Player with JBL Headphones and Enhanced Voice Remote - Black Roku 829610002996 379 99.99 Apple - Apple TV 4K - 64GB (latest model) - Black Apple 190198463531 469 199.99 Google - Chromecast Ultra 4K Streaming Media Player - Black Google 811571018284 532 69.99 Amazon - Fire TV Cube 4K Streaming Media Player with Alexa and All-New Alexa Voice Remote - Black Amazon 841667173757 1805 59.99

After the Apple TV, the $39 Roku Premiere 4K ranks well and has become a fan favorite with its ease-of-use.

Apple has historically struggled with its Apple TV devices. When the units first hit the market, consumers weren't quite ready for streaming, and the content choices weren't there. But now that 4K TVs are ubiquitous and Apple has made its iTunes ecosystem relatively seamless, it appears the Apple TV 4K is becoming the go-to device... For now.

It wasn't always this way — in fact, the Apple TV 4K has only been on the market for a little over a year. As the graph above shows, when zoomed out, the 4K race is has been a fluctuating affair. But now with the latest device revisions and 4K TV's market penetration, it appears sales are learning in Apple's direction.