Not all HDMI cables are the same.
For 4K HDR use, you are advised to get HDMI cables rated for 18 Gbps (“Premium High Speed”), to enable all the possible HDMI 2.0 features. Cables rated for 10 Gbps (“High Speed”) or 5 Gbps (“Standard”) may reduce some features (HDR/SDR, 60 Hz/30 Hz, resolution, etc.) because of bandwidth restraints. Reduced features would be reflected in the video settings, as only available options are shown.
As the Apple TV 4K box has a HDMI 2.0 port, you won’t need the new 48 Gbps (“Ultra High Speed”) cables, as intended for upcoming HDMI 2.1 features (8K-10K, eARC, HFR, VRR, etc.), although that would be compatible.