Kind of surprised there isn't more traction on this. I have never owned an Apple TV before, and mostly use Android products. I am almost positive the Apple TV is pulling DV and converting it on the fly to HDR10+.
I have a Chromecast with Google TV (I know, I know, wrong forum), and was trying to figure out if my Samsung TV from 2017 could do HDR10+. I was using my Xbox to compare the image quality, as well as the apps built into the TV. I used a Youtube HDR10+ video as an example to see if things visually looked different. My Samsung has the update to allow for HDR10+ but does not display that it is in HDR10+, it only shows HDR on the info settings, so the only way I can tell is trying to find a random app that shows HDR10+ (no luck there) or watching the same scene over and over on multiple devices.
The CGTV played the HDR10+ demo video on YouTube with more clarity and vibrancy than the Xbox. I then went to my YouTube library and clicked through a variety of videos, many saying they featured 4K with HDR. To my surprise, they were all bright more detailed then when played on the Xbox. Still couldn't figure out if it was a placebo effect. I went to the Apple TV+ app in the Samsung TV, went to play the latest Hunger Games and in the info it says 4K HDR. Right away I knew something was different. The image popped, characters were more detailed and things were bright. One of my biggest issues is that I know my TV can get pretty bright, but with HDR10 and the static data, the image was capping how bright things could get, leaving outdoor bright scenes muddy and sad, as if someone added a grey filter.
I purchased an Apple TV 4K 3rd gen. I went into the Apple TV library and was stunned watching a movie with localized dimming, more vibrant colors and overall a brighter image. Before anyone asks, yes I checked and set everything to the correct settings. I opened up Vudu and played a movie and was stunned...because again the color vibrancy was there, lighting changed from scene to scene and I could just visually tell it was different.
I went and Googled if Disney, Vudu or other services had HDR10+. Their websites did not state if they did.
Peacock, YouTube, Paramount+ all support HDR10+. Imagine my amazement when I went to Disney+ to watch Star Wars (which became my test film) and sure enough the image was popping, again. Comparing the image from Disney+ to my iTunes library, the image quality was the same. I check on Vudu as well and the image quality is the same. I check with Vudu on my Samsung TV app and the image quality tanks. After jumping around to all the apps on Apple TV 4K that have DV, I am almost 100% positive they are providing HDR10+ conversion from a DV metadata file.
I don't know this for certain. The Apple TV has a 4K HDR tab, and it has a ton of movies, and when you play them sometimes the description says HDR, sometimes it says Dolby Vision. Once, I had a movie say HDR10+. I have gone back to that movie and it has reverted to just stating HDR. Why? Why? Is someone manually updating these files one at a time?
As if things can't get any weirder, I noticed that all the Bond films are under the 4K HDR tab on Apple TV. They were not released in DV or HDR10. Upon watching Goldeneye and Goldfinger, they both visually pop. They are in 4K, and under the tab they say they are 4K but no mention of HDR. If they aren't HDR, why are they under that tab? Visually they look way better than I have normally seen them.
My settings are 4K SDR, match content match frame. No RGB. I tried a 4K HDMI cable, and some random old HDMI cable, both have the same visual quality.
Now is it just me? Clearly not since there is a thread about it. Is it my setup, or a placebo? Probably not.
My wife walked in while I was watching Moana. My toddler loves Moana. I have seen Moana 100 times in the last month. My wife looked at the screen, then looked at me, and asked if I bought Moana on Vudu or iTunes. I laughed and said, "no this is just Disney+." She was surprised because the image quality looks a lot better. I go to do some research on Moana. It has an HDR10 release on 4K, but Disney+ has a DV release that didn't make it to disc. The whole movie pops in better colors. This was the breaking point where I realized this wasn't just me, and it was definitely working.
As for the why, I have no idea. To say that all these companies have an HDR10+ grade of their films and they didn't release them or update them on other services? My assumption, Apple knows that the Apple TV 4K can play DV content in HDR10+, but isn't advertising because right now everyone assumes it's just the Apple TV library, and individuals know they might need to switch their libraries to Apple, hence higher sales on iTunes. I don't think they are hurting for money so that might not be the case. Or they don't want to upset Dolby? Or they just didn't think anyone would care?
Before anyone says HDR10+ isn't that great, or get OLED or something along those lines. I would. But my wife has repeatedly told me the TV we have is fine, and there is no reason to upgrade.
Also I think Disney+ is broadcasting lossless, or near lossless, as I am hearing things I didn't normally hear on their movies with the Google Chromecast. But that's a thread for another day.