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Apple TV doesn't include ads, and doesn't sell your viewing habits to third parties who create profiles of you. [0]

Your TV manufacturer does.

[0]https://www.apple.com/legal/privacy/en-ww/

Yet. You forgot "yet".

Apples shareholders will one day be keen to achieve the second trillion dollars on the company's valuation.

I'm not as pessimistic as all that, but I agree that vigilance is necessary. The good thing about going with the external box solution is that as if the company doesn't align with your values on this issue, you can unplug it and install something else. If that something else exists, of course.

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