I’m not sure if it counts as an AD but seems like an AD, many many moons ago (I think when Apple TV+ was introduced), they changed the “home screen” with the apps in your Apple TV to an Apple TV+ one with their content (and some linked from other platforms).

The apps view still exists but now the “home” button gets you to the Apple TV+ one unless you click it again from there (unless you accidentally scrolled a bit and the button) or double click it to open the menu with the recently opened apps.