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Yes, one or two, and not annoying (not trying to grab your attention). No ads for toothpaste or cars.

Apple TV is not the solution for purists who cannot handle anything that can be construed as an ad. It’s a great solution for those who just want to browse and watch content without distracting ads everywhere.

Amazon started this trend among major streaming services - showing self promotion ads.

Apple took notes and decided to outdo them. The F1 movie ads famously popped up in inappropriate places.

The Apps in the home row on Apple TV will have fullscreen promotions when the home row is along the bottom of the screen. If you set your home row apps with care, the fullscreen previews will not be ads (i.e. Photos will do a slideshow of your photos, Jellyfin just pulls random images from its/your own movie library metadata, etc.).

You can make them still images by going into the accessibility settings

No. The Apple TV _service_ does, and you can configure that service to be some kind of weird god service if you want. But you can also treat that service like any other normal service, one that only comes up if you launch it. In that case, the home screen is just a straight icon grid with no kerfuffle.