It's nice, but I wouldn't go that far. Professionals who mix for Dolby Atmos do it with a Dolby-approved system, not their Atmos-certified home theater or Airpods Pro. For the prosumer market, it's mostly a gimmick to promote Apple Music.
It's not necessarily a bad playback platform, but neither is an Xbox with 5.1 surround hooked up. Apple's commitment to surround sound is far from revolutionary.
People do care about it and it's why Logic and Pro Tools are the only game in town for people who aren't making EDM.