Very disappointed in my ATV. Some of you may know that this was my most anticipated device and I LOVED the fact that Apple was upgrading all my movies for free. I kept wondering what the catch was going to be. Now I know. Who at Apple thought it would be a good thing to release a Streaming device that doesn't automatically select resolution? I love DV, but applying DV and HDR to sources that's not coded for it makes it look like crap. Unlike other 4k/HDR Streaming services (Vudu, Netflix, etc.), the quality of the 4K streams on iTunes are TERRIBLE. I don't need to see Hogan's Heroes and Gilligan's Island in DV. One of the reasons I went with Vudu over iTunes for my digital copy redemption is because I always thought Vudu was better. Yes, I am someone who can see and appreciate the difference between 4K and HD. I wouldn't have an LG C7 and have bought this if I couldn't. I Don't even think it's really streaming in 4K. It's just applying the DV tag to EVERYTHING to muddle the water. If I wanted to be conspiracy nut, I'd say maybe that's why they did this, because they aren't really streaming in 4k. Netflix app doesn't even stream HDR (again, I'm assuming it'll get fixed), yet it applies the DV Tag, even though I know Netflix DOES Stream DV/HDR on the programs I looked at. It's confusing and I'm not a videophile. I would feel better if I knew exactly what the DV/HDR tag is doing. Is it like Sony's extreme processor where they really are applying metadata from the content to simulate DV/HDR or is it just applying artificial settings on top of the content? Regardless the quality of the 4k/DV streams are "bad." When I say "bad," I just mean it looks like the regular 1080p to me. Again, I can tell the difference, so I don't want to see a million posts from idiots trying to argue that I can't. It's Apple, they'll never admit they made a bad decision or there's any issue until they quietly release an update that may fix this - in 6 MONTHS. So I may return it until it gets fixed and they improve their stream quality.