Vratislav Holub Apple TV is undoubtedly a rather interesting product that can easily make even a basic TV smart and connect it to the Apple ecosystem. All this is within the power of a small set-top box, which is also able to delight with its refined and minimalist design. However, the truth is that in recent years the popularity of Apple TV has been declining, and there is a reason for this. The TV market is moving forward significantly and is advancing its possibilities year after year. By this, of course, we do not mean only the quality of the screens themselves, but also a number of accompanying functions, which are more important today than ever before.
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Pavel Jelic The main task of Apple TV is clear – to connect the TV to the Apple ecosystem, thereby making available a number of multimedia applications and bringing support for AirPlay screen mirroring. But that has long been possible even without Apple TV. Apple has established cooperation with leading TV manufacturers, who thanks to this have implemented AirPlay support in their models along with other small things. A rather logical question is therefore appropriate. Isn't Apple cutting its own branch under itself and threatening the future of Apple TV as such?
Why cooperation with other manufacturers is more important for Apple
As we mentioned in the beginning, at first glance it may seem that Apple is going against itself by cooperating with other manufacturers. When functions such as AirPlay 2 or the Apple TV application come natively to the given TVs, then there is practically no reason to buy an Apple TV as a separate device. And that is also true. The Cupertino giant most likely decided on a completely different path. Although at the time of the arrival of the first Apple TV, a product of this type might have made sense, it can simply be said that it is declining year after year. Modern smart TVs are now a complete and affordable commonplace, and it's only a matter of time before they manage to completely push Apple TV out.
Gallery
It is therefore logical that there is no deeper meaning in resisting this development and trying to revolutionize Apple TV at any cost. Apple, on the other hand, is very smart about it. Why should it fight for its hardware when it can support services instead? With the arrival of AirPlay 2 and the TV application to smart TVs, the giant is opening up completely new opportunities without having to outright sell its own hardware to the users.
TV+
Undoubtedly, the streaming service TV+ plays an important role in this regard. Apple has been operating here since 2019 and specializes in the production of its own multimedia content, which is quite popular in the eyes of critics. This very platform could be a great answer to the waning popularity of Apple TV. At the same time, the mentioned Apple TV application of the same name is of course necessary for streaming content from TV+. However, as we have already mentioned, they already appear on modern televisions, so there is nothing stopping Apple from targeting new users who do not actually belong to the Apple ecosystem at all.
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Adam Kos 
I see a big advantage in the Apple TV, that it is an independently functional device and we often use it to play music when only the Apple TV and the AV receiver are turned on. At the same time, I can easily play music on the HomePods, so the same music is playing in the background in the living room and the kitchen.
Like yes, I could play it from the iPhone, but when the music plays for several hours, it's quite noticeable on the battery...
I see 2 advantages of Apple TV:
1) aggregation of streaming services and notification of what has been added
2) and above all, TvOS ages much more slowly than smart TVs. I will no longer install HBO MAX or Disney+ on a 5-year-old LG TV, let alone AppleTV+. So while the TV HW is still sufficient, the SW would force me to replace the TV unnecessarily. Now, it's true that the cable tuner has gone, but it actually helped me in the end, because I decided to arrange it through the operator with a discount szloje.tv and now I'm watching everything via AppleTV (and I'll also save money for renting a CA module)
That's right, AP2 together with the ATV+ application will definitely not replace the full Apple TV. On the one hand, I have the same interface on all TVs, in fact, apart from the picture, I am not even interested in what the TV can or can't do, and after x experiences when this or that application stopped working on the TV, etc., I am fully satisfied with this solution. Same controller everywhere, same app, full of options, controls Homekit at the same time, when someone rings the doorbell through nettmo, I can immediately see who is there on the TV, etc. Another thing is that I have an older one as a travel card for the hotel, for the kids on vacation, etc. I will come somewhere abroad for a cabin, attached the ATV to the local TV and I'm at home :-). And in the evening or at other times, it's also nice to entertain the children with a story or a movie while resting or before going to bed. At the same time, it fits in your pocket.
Exactly. I still have a 4th generation Apple TV sometime in 2015(?) on my main home TV. The slowdown of applications etc. is minimal and I can start almost all VoD services that are available in the Czech Republic.
Not O2TV of course because O2 needs to sell their overpriced, slow and unstable set top box that can't do anything else but costs almost as much as the latest Apple TV box.
For me, Apple TV 4K clearly has the best output picture and sound with VOD.
and does HomeKit go through the TV with AirPlay? I take my iPad with me and I have Sonos for music…..