I have a bunch of aTVs, and while they’re the best boxes I’ve used, there’s definitely some ads baked in, and in prominent placements.

- The TV app started out as a directory + recommendation engine for services you had “connected” to the app; it’s turned into a series of pitches for Apple TV+ and Apple’s “Channels” feature. These placements are below-the-fold, but the default behavior has the “TV” button on the remote bring up that app (although you can change this to display the home screen). - In the top banner, the TV & Music apps will (by default) auto-play trailers and music videos (on mute). You can disable that behavior for the TV app, and it’ll revert to displaying your watch queue.