Hi CParker et al.,
I generally agree. For "simplicity" for my kids and significant other we use Rokus on all 4 of our TV's as it creates a common unified experience, with a single remote, that controls access to all streamable content (and controls the TV -- an input button would be nice).
I've considered buy an Apple TV, and I probably will when the 2nd Gen 4K unit is released with a better processor for Apple Arcade (yes, I know the current one works) hopefully in 2020.
My main point, is the frustration that no one company -- not Roku, not Amazon, not Apple have been able (or willing) to make a product that can actually do everything you would want to do:
1) Roku -- No Dolby Vision, No Dolby down mixing (DD+ => DD) anymore. Let alone HDR10+
2) Apple -- No YouTube 4K, comparatively over priced, historically a walled garden -- but much better now (even Amazon -- finally)
3) Amazon -- not as familiar, but have seen other folks here on the board who have both Roku and Amazon complaining the fire is not all it's cracked up to be. Certainly not vendor agnostic, but supports a wide variety of apps. Looks like Dolby Vision and Atmos are supported (as well as HDR10) but not YouTube 4k. No YouTube TV.
Given that Roku is on their 8th? gen product (I forget) I'm just seriously underwhelmed that my last three generations of Roku Ultras are nearly identical. In reality, features have been removed and little or nothing added. Yea, more buttons, different buttons, voice commands I don't use, etc.
Headphone support was nice, but most of my TV's have Blue-tooth these days so not really needed. My Gen2 4K unit could actually downmix DD+ to DD to the included Toslink. Gen's 3 & 4 cannot. I didn't buy the Gen1 4K due to the overheating fan debacle.
I'd probably move to the Apple Ecosystem now that they have Amazon Prime, but at $199 each, I'm not going to spend $800 to buy 4 of them -- especially given that the product is now two years old.