Looks like they forgot to pair the Siri Remote with the Apple TV at the factory on some batches. Tut tut. Here's how to fix it: Complete initial setup using an older ATV remote. If you have a Harmony or other learning remote, I'm sure there are codes for that for ATV. Once complete, go to the System menu and Reset. The Apple TV will wipe itself and reboot. You'll now be presented with a Siri Remote pairing wizard. Following the instructions and it should pair. Yours might need a charge too. Mine did.