Apple TV doesn’t have ads at all. If that’s all you care about, I would say go for that.

The Firestick isn’t really jailbreakable per se, but it doesn’t really need to be. You can sideload things with extreme ease. There’s a pretty decent app that allows you to watch YouTube with no ads or sponsored content shown. That alone is worth the cost of a Firestick for me. It does have some ads in the menu, but they’re not super obtrusive and never bothered me much. Plus the cost is much lower. You used to be able to put a different launcher on the Firestick and never see any Amazon content at all (ads) but they fixed that a while back and I haven’t bothered to see if that works again, but for all I know it might.

Edit: it does.

I had a Firestick 4K then swapped it out for an AppleTV 4K. The Apple TV UX is really clean, fast, and lovely. The Fire TV stick had adverts and stuff in it and the UI, while simple, felt cluttered and a bit confusing in comparison. Fire TV just felt like an amazon storefront and it was difficult understanding what I did or didn’t actually have access to. On Apple TV, your content is featured first and foremost, and it recommends shows to you based on what you’re subscribed to rather than what it thinks you’ll spend money on.

The downside to Apple TV is that apps that haven’t fully integrated (namely Netflix) get kind of swept aside. There is no side loading and no browser, so you can’t get unofficial apps running on the system like on Fire TV. (I used to have a side loaded app that just let me stream movies and shows from some sketchy, foreign website) There’s also no VPN for Apple TV currently, but that’s coming with the next major software upgrade.

I have a Fire TV Stick Lite and it’s awful. The UI is sluggish and using it for anything is a chore. Perhaps if I had got a higher spec one it would be different, but honestly I cannot recommend this particular device at all.

Assuming you’re British (“telly”), consider a Mi Box (not Mi Stick, it’s too sluggish). You’ll get all the bells and whistles you need, but also possibility of sideloading stuff when needed because it’s stock Android TV

FireTV 4K is full of ads and is slow; also, the 3rd party apps vary greatly. Nebula crashes a lot, and Crunchyroll is a hot mess. I was thinking of replacing it with an Apple TV, but since I’d like a device for indie games and Honkai Star Rail, I’ve decided to get a mini PC instead. It’s arriving today, so I can’t tell you how it is, but price wise, it’s $185 and it runs on an Intel N100, so it’s energy efficient.

I have a fire TV cube that feels very responsive and generally works well. I have never used an apple TV device though.

If you have other Apple devices, so you can make use of features like AirPlay, the Apple TV is a no-brainer.

I mean to me Chromecast/Google TV is the obvious best choice of all of these.

i have a firestick with jellyfin, it has some ads on the menu but i watch stuff from my own server so no ads there.

it should support most encodings and most of the stuff is in direct stream. this means you could run jellyfin on a raspberry pi and would work.

If you want to watch Twitch, get the Firestick.

Neither. Both take away your freedom. This is subjective, but I would personally put a little media computer together. They sell them as small as a deck of cards and will have more than enough power to do 4K. Then, you can choose if you want ads, choose which services to use, choose which software you want, use whatever peripherals you want, etc.