Newer model Toshiba and Insignia Amazon Fire TV Edition 4K have become the latest smart TV models to support Apple's AirPlay 2 and HomeKit applications.

AirPlay 2 lets users of Apple iPhones, iPads and Mac computers wirelessly port whatever it is they're currently streaming onto their TV set. These users can also show on their TVs things like photo or Apple Music, or whatever is on their current screen. 

HomeKit, meanwhile, enables Apple device users to adjust things like on/off, volume and inputs on their TVs using Siri voice and other device-based controls. 

The AirPlay 2 and HomeKit support come via a free software upgrade. 

The applicable models are the Toshiba 4K UHD Smart Fire TV with Dolby Vision (2020 model) and the Insignia 4K UHD Smart Fire TV (2020 model).

Notably, Roku added AirPlay 2 and HomeKit support with the introduction of version 9.4 of its operating system last September. And other smart TV makers, including Samsung, LG and Vizio, have integrated support for the Apple standards in their sets. 

Amazon and Best Buy announced a product refresh for the lineup of Toshiba-branded smart TV’s powered by the Amazon Fire TV OTT operating system.

Starting in mid-May, Best Buy will sell the Toshiba C350 Series sets, arriving in 43- and 50-inch iterations, featuring 4K, HDR and HDR-10 resolution support, as well as DTS and Virtual: X capabilities. Larger screen sizes—55-, 65- and 75-inch versions—are “coming soon,” Amazon and Best Buy said.

The C350 line also includes “Live View Picture in Picture” to enhance whole-home Alexa voice functionality. “For example, if you press the mic button on your Fire TV Remote and say ‘Alexa, preview my front door camera’ or when someone rings a paired video doorbell, a Live View Picture in Picture video feed from that camera will appear on top of whatever show or movie is playing,” Amazon said in a blog announcing the new product line. 

The new sets also tack on additional HDMI and USB ports. 

In 2017, Japan’s Toshiba, which used to be a top consumer electronics brand in the U.S., sold 95% of its TV manufacturing business to China’s Hisense for $113.6 million. And notably, Hisense also manufactures TVs sold by Best Buy under the big box retailer’s Insignia brand.

According to Statista, Hisense was the fifth largest supplier of smart TVs to the U.S. in 2020, controlling around 5% of shipments. 

Hisense also sells TVs powered by Roku and Android TV.

Chinese TV manufacturers Hisense and TCL have quickly established their global market share, and expanded the reach of their associated connected TV device platforms, by significantly undercutting incumbent Korean smart TV leaders, including Samsung and LG. 

Roku, for example, controls an industry-leading 37% of streaming usage on TVs in the U.S. according to just-released Conviva data. And it got put into this lofty position due in no small part to brisk sales of TCL-made smart TVs at Best Buy. 

According to the latest Consumer Reports data, the quality of these Chinese-made smart TV sets has improved a bit of late, but they still trail the higher priced models from Korean and Japanese makers. 

In a world where consumers expect an Apple-level performance of IP devices, a willingness by streaming tech companies to distribute their connected TV OS platforms on flimsy hardware could make a difference over time. 

In the category of smart TVs ranging in size from 46 inches to 52 inches—which is generally the mid-range in terms of consumer pricing—sets branded Insignia, TCL, Toshiba and Hisense rank ahead of Vizio-branded models in terms of buyer surveys, but they trail Samsung, Sony, LG and Sharp. 

In the lowest priced 32-inch category, Hisense and Toshiba rank ahead of TCL, but are well behind market leader Samsung in qualitative assessment. 

Insignia, the in-house Best Buy CE brand, has introduced a set of 4K-capable LED TV models that integrate the Roku OTT/apps platform starting at $399.

Pricing and dimensions for the first three UHD Roku TVs from Insignia, available at BestBuy.com starting today and hitting Best Buy stores nationwide in early April, for the U.S. are as follows:

- 43-inch 4K Insignia Roku TV: $399

- 50-inch 4K Insignia  Roku TV: $499.99

- 55-inch 4K Insignia Roku TV: $649.99

All three feature the new Roku OS and access to 3,000 streaming channels in the U.S., including more than 10 that offer content in the 4K format, including Netflix, PLEX, YouTube, and UltraFlix.

The new Roku-powered Insignia TVs for sale in the U.S. feature a quad-core processor and 802.11ac dual-band WiFi, and comply with the Consumer Technology Association certification requirements to bear the organization’s 4K Ultra HD Connected label.

The TVs can be controlled with the included remote or via Roku’s mobile app for iOS and  Android devices.

Insignia and Roku said they will also offer 43-inch and 50-inch 4K TV models at Best Buy stores in Canada and at BestBuy.ca.

In January, Roku said TCL planned to introduce 4K-capable Roku TV models in the U.S. this spring, and that it was introducing a Roku TV reference design that incorporates support for high dynamic range (HDR). Other Roku TV partners include Haier America, Sharp, and Hisense.  LG Electronics sold two "entry level" Roku TV HDTV models during at Best Buy during the 2015 holiday season. 

Of that group, TCL said last October that it expected to ship its 1 millionth Roku TV by the end of 2015.

Roku launched its first 4K-capable streaming player, the Roku 4, last fall.