To add my 2 cents to the discussion...
I was hoping that we'd see some dynamic tone mapping from DV -> HDR10+, but that doesn't seem to be the case here. What I've learned from my testing so far:
1. Apple Movies seems to have a large amount which are HDR10+ encoded and don't actually have any labeling to suggest this yet. I tested last night and was unable to find an HDR movie which did *not* have an HDR10+ encode (all of the dozen or so I tested registered as HDR10+ in my projector settings). To me this is outstanding news, as it shows us that Apple has not only been planning this move for some time, but also updated their movie infrastructure to support it.
2. Some content providers on ATV of course don't have HDR10+ encoded content...yet. For now, HBO, Disney+, Netflix, etc. only support DV and HDR10, but now that we have hardware which is capable of decoding HDR10+ (and of course because HDR10+ is free to use, unlike DV) we will see them begin to support it.
3. Dynamic tone mapping from DV (low latency Dolby Vision, or lldv) to HDR10+ does *not* occur on the ATV. If the TV/Projector doesn't support it, Dolby Vision is ignored and instead we see static HDR when using the "Match Range" on the ATV. It still looks very good, but it's not the "best" picture quality available, and can vary in effectiveness from scene to scene. In order to dynamically map lldv to HDR10+, you need something like the Vertex2 from HDFury. In my experience it does work, but it's an expensive solution ($450-ish), especially when you consider that it may not continue to have much use if the other content providers jump on board the HDR10+ train.