I have now owned a 4K Apple TV for 6 hours and would like to share my impressions. During the past few years my movie watching has exclusively been Blu-ray movies through LoveFilm so moving to streaming is a big change for me. -Picture quality The image quality is brilliant and doesn’t look “compressed” like a torrented movie at 1.3GB. There is definition and artefacts are difficult to spot. However the image quality is also content dependant. A Netflix documentary shoot natively in 4K can look clearer, more detailed and beautiful then a 4K movie rented on iTunes. Worth noting is that the image processing of the ATV adds smoothness which reduces the film grain typical of movies in cinema or on a Blu-ray movie. I don’t mind it and in fact like it but be aware if you like a “pure” experience. I have watched a full 4K movie via an Ethernet connection and experienced no issues what so ever. -Sound quality If you have a premium or high end sound system be aware that 4K Apple TV is a through downgrade in sound from Blu-ray. This Doesn’t off course matter if you listen through built in TV speakers or similar grade sound system. I was expecting sound quality to be inferior to Blu-rays but didn’t expect such a big loss in fidelity. My sound comes from a Yamaha YSP2500 which is a 7.1 sound projector comprising of 16 drivers and a free standing subwoofer. Whether I do DTS-HD pass through or not on the PS3, the sound gives every object in a movie immense presence. Blu-ray movies sounds so incredible on it to the extent that I don’t bother going to cinema. When watching a 4K movie on Apple TV the sound is good isn’t gripping. Dialogues aren’t as strongly projected, the bass isn’t as gripping and there is reduced sense of realism. Foot steps, shutting of doors and falling bullet cases no longer sound like they are happening in the room. It’s a bit disappointing as I will likely have to buy a UHD player for a full cinematic experience. Comedy and drama movies will be fine to stream but I will likely watch some actions movies using discs. I watched Fury in 4K on the ATV and the improvement image quality wasn’t worth the loss in sound quality compared with the Blu-ray copy. I will keep my 4K Apple TV but still use my Blu-ray player as I can buy movies from eBay for less then the price of a rental on iTunes. However I will likely pick up a UHD player in 12-18 months as they come down in price. TLDR: 4K ATV produce brilliant picture quality but doesn’t produce cinematic sound. If you use built in TV speakers or inexpesenive speakers it won’t matter but if you have a high-end system the sound is a thorough downgrade from Blu-ray Discs. Regardless, the 4K ATV has lots of great things going for it and I recommend getting on.