Netflix app - Dolby Vision vs HDR10 - Sony x900E

However, when I access the same content through my Apple TV 4k's Netflix app, the Netflix show has a "Dolby Vision" badge on it.

That is how Netflix shows what is available to each device. You will have to ask them; they make the app.

Question: When watching a show marked "Dolby Vision" in Netflix, will it display in HDR on my TV that only supports HDR10?

Similarly, if I find a movie in iTunes that says "Dolby Vision", will it be in HDR on my TV, even through my TV only supports HDR10?

That is to be expected, but not guaranteed. If you can’t tell by watching, then HDR was wasted on you 😉 (just kidding).

It is made however the ‘client’ (studio, rights holder, whatever) wants it, which is most often aimed at a wide audience with different equipment. Netflix and iTunes (and others) probably don’t want the clutter the information page with double badges, when one includes the other in 99.9% of the titles.

Netflix marks content as "4K Ultra HD" - what is that? If something is in Dolby Vision, does that mean its automatically in 4k?

Ultra HD is everything more than HD, which should have 4K resolution at least. Dolby Vision does not depend on resolution per se, but I can’t name any example of video with Dolby Vision without 4K.

Incredibly ambiguous answer.

As precise as I could be, though. Sometimes documentation is what it is, even if you would like to see it differently. We on this forum are users like yourself, dealing with the documentation and experiences that we have access to.

None of us here work at Apple to set badges on movie titles and TV show titles. This is Apple’s official word on HDR with Apple TV: About 4K, HDR, and Dolby Vision on your Apple TV 4K - Apple Support.

Ask Netflix what Netflix means with certainty about their use of symbols. Apple doesn’t regulate that.

If you want to give feedback to Apple about seeing HDR10 badges on titles, then you can do so here: www.apple.com/feedback/appletv.html