Apple doesn't have that annoying scrolling carousel of shows taking a good portion of the main screen though. But there are many others who are copying the same crap design including Google TV (the older Android TV is immune). Apple also lacks the 30-60 second unskippable ads when playing content curated on Amazon Prime.
After that 'new UI' that came to my Fire Sticks turned it into a laggy, inefficient mess, I shoved them both into a drawer. I got an Apple TV 2nd Generation that works perfectly, and an ONN Android TV dongle for the other, which has the older better launcher. I also got a Roku from 2016 on the kitchen TV, but Rokus haven't changed all that much and that's a good thing to me.
My older Apple TV and Blu-Ray disc player (a Samsung from 2013) both still sport the original, Amazon Instant Video UI, although the disc player has the icon updated to say 'Prime Video' it's still the old Instant Video UI. No ads, no clutter, no problems. At least with old devices I'm immune to these annoying and never-ending 'UI redesigns'. I think if they just stopped trying to change everything every two weeks and focused on fixing the bugs and keeping security up to date, then I'd be more likely to update my stuff. I'm just gettin' too old for all the redesigns. I want everything to be where I am used to, and not having anything change unless it's an improvement. Change for Change's sake is a bad idea.