Apple TV is pretty good and not very pricey. It’s a good value
My newer 4K controller started acting up recently and I had to ifixit.
And how usable are they if you're outside of the Apple ecosystem (i think I saw an article recently that someone was stuck and needed to use a mac or an iPhone to get unstuck).
But, as far as Roku they are subsidized by selling your data and pushing ads as you call out above. Not really a fair comparison. Just like you have to pay more everywhere for the ad free tier you end up paying more for Apple TV.
I will say though that the Apple TV handles 4K flawlessly. I am willing to bet that it has quite a bit more power than any of roku’s offerings.