They’re not insanely common even in the US, since Roku and Android sticks are cheaper and I don’t live in a wealthy area, but they’re not hard to get or unheard of.

The distinction between AppleTV, the hardware, and Apple TV+, the streaming service, was lost on many. Now that they are “Apple TV 4K” hardware and “Apple TV” service, it’s even harder to convey the correct meaning.