https://arstechnica.com/gadgets/2017/10/apple-tv-4k-review-ambition-meet-reality/

With the Apple TV 4K, Apple is trying to do more than just provide you with a gadget that can stream Netflix or iTunes Store movies in 4K. This device seeks to solve a problem: the digital TV viewing experience is fragmented and bad, especially if you want to use the sorts of TV network apps that gate episodes or live broadcasts behind a cable provider.

The Apple TV 4K combines an app store, single sign-on authentication with cable providers, Siri-driven search, and a centralized TV app to unify your TV viewing experience whether you’re a cord cutter or just looking for an over-the-top (OTT) addition to your cable subscription.