No, actually what is being established is that ATV out of the box isn’t particularly accurate and this does little more than make it a bit better, it is not doing dick to your TV since it cannot and does not adjust anything on the display, the adjustments are made to the ATV signal to compensate, and so every other source, e.g. terrestrial, cable, Blu-ray or any other device (Xbox, fire stick, Roku, PlatStation etc.) will be exactly the same (and evidently perfectly fine since 99%+ have never been compelled to calibrate to this point) and unaffected by the “calibration.”Actually so far evidence is showing that is does do something positive for picture accuracy.
I would hazard a guess the calibration would need to be done for each program being watched.
Honestly, nothing surprises me any more, but it is amazing how Apple can spin this stuff and folks lap it up!