Regardless??? If the content was crap why on earth would you pay to watch crap??Regardless whether the content is crap, it's only £8.99 per month. Surely there has to be 1 or even 2 movies that catches your eyes otherwise you are better off renting a film from iTunes (at least you're paying for content you want to see).
I remember days when I paid £3 (if not more) to rent a film at Blockbusters for 2 nights yet now we have hundreds of films for peanuts and people can't find any content worth watching. This is what often happens when we have too many choices in life, whether it's food, films, music etc; we just become picky about almost everything.
July was a decent month for me which I saw; Searching, Last Dance, Fallout, Old Guard, Extraction and now due to watch Good Girls season 3 with Umbrella Academy season 2 coming this week.
That being said there is enough good content also, but not enough to pay every month. I only do that because my wife always seems to find something.......
And for the 4K I would pay for that if the quality was up with Apple TV and if the movies they acquire the rights for would also be available in 4K, those that have a 4k version.