Apple TV+ quality/buffering issues

Why is Apple TV+ so bad, quality wise?! I have tried on firestick 4K, Apple TV 4K, native Panasonic tv app and on all it takes an age to load, then plays really blurry and if I’m lucky may get up to HD/4K quality for a while before it buffers. It’s really frustrating.

I have all the usual ie Netflix, Prime, Disney and all of those work without fault and stream perfectly. My connection is wireless at around 200 up/down so I know that’s not the issue and it seems more like the Apple TV+ service itself.

any ideas?