You can download apps on your Apple TV device using the Apple App Store, and customize your Apple TV home screen.
You can delete apps on your Apple TV if you aren't using them, and then redownload those apps for free later.
Sideload apps: Follow developer instructions to add to your phone. Not common. Risky: Jailbreak an iOS device and load apps to it. This article explains how to get apps that are not in the App Store ...
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