I don't understand and I'm fairly technical why something like an app won't run on any TV given it's just that - an APP. Just like iplayer, Netflix or Amazon. My Mu7070 is perfect, and I don't see how or why many customers would update their whole TV just to access software. These TV's are more than capable of running the ATV application.
Tell me about it mate... in the same boat here - UHD 55" + Pioneer 5.1.4 ATMOS system.
Netflix/Atmos issue resolved only after splashing out on Apple TV 4K
Simply loving ATV's wide collection of UHD 4K / HDR / Atmos content - happy days!
But when you spend all tha money on a premium TV and a fairly cheap LG LED can do Netflix Atmos crazy, and no DTS.