Let me preface by saying since digital copies have been around for the past 7-8 years, I've 100% always chosen Apple and iTunes for my code redemptions. Back in the days when Fox and Lionsgate forced you to pick UV or iTunes, iTunes was always chosen. I currently have about 1,100 movies on iTunes, and near 1,300 on VUDU (thanks to UV and MoviesAnywhere). Today I stand at a fork on the road. There's an anomaly I cannot figure out and I'm concerned that the Apple TV 4K is a much lesser product now than ever before. Let me explain... My prior setup was a 50in Panasonic Viera, and Onkyo SR705 home theater with 7.1 setup. I tested countless movies and the A/V, LFE and fidelity were clearly better on Apple TV 3 vs VUDU movies. My current setup is a 65in LG B7 OLED, and Denon X1400 with 7.1 setup. Now in my testings, VUDU movies on the TV built in app absolutely obliterates the Apple TV 4K version of the movie. I'm not even talking slightly better, I'm talking 5x fidelity, LFE, and color accuracy. My TV is calibrated using rtings suggested settings, and the receiver using the built in app and microphone. With VUDU, Dolby Vision & Atmos, the VUDU 4K versions of movies play smoother, have brighter colors, and the audio literally shakes the floors whereas the same movie on the same audio level is barely a whimper on my Apple TV 4k. Besides ATV4K missing Dolby Atmos, is there some setting off with the Apple TV that dulls colors and slows motion when compared to VUDU versions of movies? Ultimately here's my issue and where I'm lost... same TV and settings... playing a digital movie on ATV4K with Dolby Vision produces dull colors, and a 'normal' framerate, whereas playing on the LG built in VUDU app produces much more vivid colors, and also the motion is A LOT smoother, like 60fps video compared to 24p video. Same goes for Netlflix on ATV4k compared to the TVs built in Netflix app, it's smoother and more vivid. As far as I can tell, every setting on the TV modes are the same, so I'm at a total loss on how the same movie can look and play so differently using different services, especially the motion part.