I have to be honest, I'm really blown away by a Google Chromecast TV 4k (w/ remote) on the value and flexibility front.
It's so great to be able to install a third party launcher to fully dial things how you'd like and also a remote button customization App to, again, get it just how you want on the remote buttons. It's also, of course, nice to be able to install what I want on there with no "app store rules" nonsense from Apple
As much as I've enjoyed them overall, I'm not sure I'll be a long term Apple TV customer honestly.
Both on value and flexibility, these Android sticks have gotten really good.
Also, this thing I'm testing is old! Like 4 years old
The onn. Android TV boxes and sticks are pretty good too, from Walmart. Mostly comes down to what kind of remote you want tbh.