I absolutely love Apple TV (the hardware) and how fluidly it integrates with all other Apple's devices. Being able to tell Siri to turn on all of our equipment, play songs, movies, shows and more, is awesome and convenient. Even their software, interfacing and searching for content is light years ahead of other apps and services in it's simplicity and quality.
Where they've fallen short (and it's not even entirely their fault) is they caved to the demands of production companies, and allowed them to pollute Apple TV content with a plethora of crap apps, alternative streaming services. Each one pleading for another $5, $8, even more dollars per month. No one wants that. No one wants to subscribe to yet another platform just so they can find maybe one nugget of a show or movie that's exclusively on that "app", and then be stuck paying throughout the remainder of the year, hoping, waiting, for maybe another quality show to be released. We're bled dry from it, and it's just too much to even try to keep track of, so we just don't even bother.
But, this is how Apple is going to win. Producing and owning truly high quality content. Focusing on quality vs. quantity, and then maintaining a curated, high quality, simple (to use and pay for) platform. Once their library is well populated, people won't even glance at the dozens of other streaming services.
