I went from finding it unimpressive to it being my first recommendation for anyone getting a TV. Screw regular smart TV software, just get the TV with the best panel and use Apple TV. So long as the TV doesn't break, you won't need to upgrade for a long long time.
Fwiw, my Google TV runs well too.
But the Apple TV really shines with the integration in the Apple ecosystem. AirPlay, SharePlay, AirPods, HomePod, Apple Music, Apple Arcade, etc. the integration is fantastic.
I have an Apple TV 4k in the living room and it’s great, but I find myself drawn to the Chromecast experience way more. Apple TV is more refined, but Chromecast’s remote is far better than ATV’s (1st gen, at least) and Google’s voice assistant is obviously far smarter (especially if you’re multilingual).
Granted, I am not an Apple user at all, so it's possible there would be similar frustrations on that side, but anecdotally I hear that Apple is way better about these sorts of things.
It’s a great Apple product for people who already own Apple products.
It’s like filling your tire with a Mercedes branded pump.
In general, using the Apple TV I get the impression that Apple PMs are probably deep in the Apple bubble and the idea that someone might not have an iPhone is inconceivable to them.
The only big flaw is really the lack of HDMI audio passthrough which will not be an issue for most users.
You probably didn't experience the Atmos bug. For about a year, Atmos audio on the last Apple TV model would just drop out randomly every couple of minutes for like 10 seconds. In some cases it would make a big noise sound blasting through your speakers. They finally solved it in the last big TvOS version but it was painful to experience.
For streaming of Netflix, Disney, etc it's a great device but for Plex it sucks that it doesn't have HDMI audio passthrough.
It's an arguably best-in-class app-based TV watching experience. But its market share is pretty small years after launch, it hasn't caused much change/adaptation in the market as a whole as a result of existing, and it's not really at the center of any kind of cultural conversation.
I am really curious to learn more details about Vision Pro (like... how much does it weigh?), and would be even more curious to learn about the market fit research Apple must have done to believe there's a place for this device, especially at this price point. The biggest omission for me was the placement of the headset as device on which to view movies, and see pictures of your kids, while at the same time completely sidestepping the question of how you'd do that together with your family, which is how these activities are typically performed in a household with children.
It has a higher MSRP than the others, but once you get one…
Where on this popular one?