I feel AppleTV is the most consistently good of all the services, not everything will be of your taste but there is very little where the overall production is outright bad. They look good, are written fairly well, are scored well, are acted well etc. They maybe don't hit the highs as often as some others but they certainly don't have the very low lows of them either. There has even been some things that TBH the premise didn't seem up my alley but it was done well and I ended up enjoying way more than I thought, where as maybe the same type of show on another service that has had less care put into it would just bore me
The only downside is the price increases perhaps means there just isn't enough to justify the price. The US atleast has had some curated list of movies that aren't apple exclusive available but that hasn't happened outside the US (certainly not the UK) and it really could do with being taken a step further, it doesn't need to be the endless library that causes you choice paralysis at times on the likes of Netflix but if they had some movies movies plus an addition of some tv shows and for it to be globally available that would be good, it doesn't even need to be financially successful at the time content some 1 season wonders like Firefly, Freaks and Geeks, My So called life etc and more cult classic movies would bring some more worth the the current price point