Liquid glass is gorgeous. But it's hard to reconcile next level design like this with complete disasters like Apple TV. Maybe spend some time on getting the fundamentals right too, before inventing the future
See recent "Breaking down why Apple TVs are privacy advocates’ go-to streaming device":
* https://arstechnica.com/gadgets/2025/06/all-the-ways-apple-t...
If you do, I suppose what I would amend my statement to is: it doesn't show ads for apps I don't explicitly select in the UI. Either way, that's much better than most competing products... And it's incredibly fast, with the lowest latency of any streaming device.
I don't like Apple's locked ecosystem, and avoid most of their products. But the Apple TV is just head and shoulders above anything else on the market, so I own one and am quite satisfied with it.
They made it so almost everyone uses the Apple TV app for at least some viewing and there you get ads for Apple TV+ shows and their suggestions include shows that require a subscription to a service you may not already have. Or the suggestion will sometimes require a rental or purchase through the iTunes Store. These are ads.
I have no idea what you mean by "they made it so almost everyone uses the Apple TV app." You mean, they made an app that many people like, and that app has ads in it (but not the OS)? That doesn't mean the OS has ads.
Personally, I never use the Apple TV app: I use Netflix, Crunchyroll, HBO Max, and the Criterion Collection apps. And I never see what I would consider to be ads in the OS, and I never see content previews for apps I don't use.
You are free to never open apps that have ads in them on the Apple TV.
(If you mean: installed apps are allowed to show content previews when you hover on them in the UI — I think that's pretty different from an ad, and it's a feature I personally like, since it means I can easily resume a show I was previously watching without even having to open the app-specific UI. That's quite different from my perspective than showing ads for services and apps that I've never used, that I can't remove.)
Case in point, the largest screen in the lead image in the linked article does nothing to showcase this new UI, but it does promote Fountain of Youth, a show on Apple TV.
When you 'hover' over an app on an Apple's tvOS, the app populates that preview section with whatever content it wants. In the linked article's screenshot, the Apple TV app is being hovered over, so the 'preview' section is populated with content from Apple TV.
If the user swiped right, to hover over the Arcade app, that preview would change to show some Arcade game. Hover over Netflix, Max, Hulu, Spotify apps, and you'll get content previews from them.
So yes, they are "ads", in a hyper-literal sense, but not strictly, not facilitated by the operating system, and not in any way that matters.
Apple TV is AFAIK the best device in its category.
I also think your definition is overly broad and doesn't reflect what an "ad" is. For example, if Apple cut the feature from iOS that allowed you to control your music from your lock screen, Spotify would also be willing to pay Apple to be able to control specifically Spotify from your lock screen. Does that mean "being able to control music from your lock screen" is an ad for Spotify? No. Does iOS allowing app-specific widgets on the homescreen count as ads, since if it didn't exist, companies would be willing to pay to be on people's homescreens? No, widgets are not by definition ads (even if some widgets may be ads!). Similarly, the Apple TV OS providing the ability for installed apps to show interactive app-specific UI on hover (i.e. the user has chosen to interact with this app, or has chosen it as their primary app in the OS), does not mean the OS itself has ads.
[0]: https://developer.apple.com/design/human-interface-guideline...
We agree then that the Apple TV has ads in it.
What I dislike about internet discussions is that we've gone back and forth over pedantic definitions of what "ads" are, rather than discussing your more interesting meta-point.
Infuse just lets you... play a file. How novel!
Figuring out which elements are selected in the UI is often hard.
The trackpad on the remote is not good -- I've tried setting it to disable trackpad and click on, but then I'll inevitably find an app that needs a trackpad.
Overall I'm quite happy with the AppleTV as a device, but the UI could use quite a bit of help.