If your household is already using Apple Airplay, then go Apple TV.
If you are using Google Home stuff, like their security cameras, maybe go Google TV.
If neither of these matter, then pick your poison. Both will work well for and support Atmos, Vision, etc.
I have not used Apple TV, only google and Roku. Roku was fine, but unless you really want to dodge both of the giants, then look elsewhere.
The best sales job I can do for google is that it is android based, which allows for some modification. Specifically I use an alternate interface called Projectivy launcher. This replaces the usual interface, eliminating all the slop ads and forced busy layout. I can display just the apps i want, organized into whatever categories i want, and in any order I want. Very clean. I use another app called button mapper to customize the annoying dedicated netflix, disney, youtube buttons on the remote for the services I actually use instead.
You will be happy with any of these, just maybe happier with one more so than the others, so don't overthink it.