Having spent a lot of time in the open source world, I'm aware of the concept that I can never know for sure if I can't see the code. (And even if I could, that wouldn't tell us with certainly how that the data that code creates/captures is used by the people using it.)
But I do think that, in general, Apple tends to be the least-bad actor among its mainstream competitors: its primary business model does not depend on harvesting and selling data, and it has made this value proposition a part of its marketing, and people high up in the company have spoken about ways that they personally value it. And, for any story about ways in which Apple has failed here, there are certainly twice as many for any other company they compete with.
I mean, step back: Who cares more about my privacy - Apple or Google? Apple or Roku? Can anyone seriously argue the latter for either?
> I'm only asking if people put faith in Apples claims because they're, well, Apple, or do we _know_ their claims are valid.
If we _know_, then there would be no need for faith. Given the lack of options and the lack of certainty, people must place their faith somewhere (or take on a lot of technical burden to roll their own); given everything I've seen, it's more reasonable to place faith in Apple than basically anyone else in "Big Tech" in this regard.
(But again: if there's a product out there that is very similar to Apple TV in every way except that it is more private: please tell me what that product is. I'd be thrilled to consider it.)