Firstly, everyone thinks AppleTV is an Apple-branded TV. I have had to explain to people how it’s an Apple Roku.
Then adding the + to designate their content offering instead of an enhanced AppleTV was equally terrible. I have no idea how they came to such a terrible decision.
Thirdly, the content is beyond terrible. I don’t know what they were thinking, but they spent so much time marketing AppleTV+ but they refused to spend money to acquire things that people want to watch.
It’s deeply akin to their strategy on spending money on marketing hype but being deeply superficial on quality of content. They are the worlds richest company but their software is extremely poor. They can afford to pay for the best software engineers, and they don’t. Their software is terrible.
The same goes with their TV shows. I watched The Morning Show which was okay but I haven’t turned it on since. There is nothing compelling to watch on AppleTV+. And Apple has all the money to buy content and they do a really bad job. They need to overspend on a hallmark show to get the traction they need.