"But the Apple TV starts at $179, which is more than twice as expensive as this latest generation of Amazon’s Fire TV. That makes for a rough comparison if you’re Apple.
Amazon has chosen to support HDR10 but not Dolby Vision for HDR playback. On the audio side, the device offers Dolby Atmos integration. That’s an odd switch-around from Apple’s approach with the Apple TV 4K, which outputs both Dolby Vision and HDR10 but not the Atmos audio format."
AppleTV Atmos support is coming.
And I don't think the comparison is rough. Apple is trying to make the best TV box not the cheapest. They should never cut the price, instead they should fix their rough edges, including the remote. I have no problem paying an extra $100 for a TV box I'm going to use every night if it's UI is the best, and it's content offerings are among the best.