I agree with @570934 to an extent. You mention there are "inexpensive height speakers" and IMHO this is problem with a lot of peoples set ups. They are buying a "technology" or "feature" and the accessories just to make it work. With research and armed with the proper knowledge you can make a stereo setup sound infinitely better than an cheap Atmos setup. Directionality of Atmos is cool but without the basic fundamentals (a system that can be properly equalized) its going to sound "meh".
I have a friend whose father is into this or at least he thinks he is and his Atmos setup just sucks. The highs are so tinny I turn it off, turn on the TV speakers, and plead ignorance to avoid a conversation. It could literally induce a migraine. And it can't be EQ'd because the drivers aren't adequately sized for the space and their prebuilt housings are too small to draw out a wider range of sound. Generally its the opposite, the speakers at normal volume levels are underpowered and in a movie with action the bass will wash out things like conversations. You are doing it wrong if you or someone else is always saying "Rewind it, I couldn't hear what they said".
I'm not calling you out @bluespark this is just something that really bugs me. I just think of people like my buddies father thinking they are the Maxell guy....
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All because Dolby or the guy at best buy or whatever sold them on a technology and skipped all the checkboxes that are required prior to that step.
I don't really disagree with any of this. It has always been the case in audio that some people will flock to a new technology even when a simple but better two-channel rig would produce better sound at the same price point. I'm therefore not surprised to see tons of fairly crappy Atmos gear out there for those who are really just wanting to check off the Atmos box.
But does it matter for present purposes? In this case, even the crappy-gear Atmos users and those who don't know what they are doing are going to want an Almos-capable source. And those investing in Atmos but with better gear and a better understanding of fundamentals are as well. Either way, Apple should step up.
Also, beyond your friend's bad setup, Atmos still is a fantastic technology that deserves support from tech companies that purport to be forward-looking. Done right, it's incredible.