The Apple TV remote is simple and effective. That is, until the battery inside dies. While they are designed to last a long time (which they do), the battery will ultimately fail at some point. Believe it or not, I've run into a number of people who simply throw their remote away and buy a new one when that happens because they don't know that the battery is user-replaceable. Yikes!
Rather than spending $20 on a new remote unnecessarily, replace the battery instead. It's quick, easy and a lot cheaper than a new remote.
First of all, you need to make sure you have the correct replacement battery. The battery used in the Apple TV remote is the CR2032. Duracell, Energizer and other battery makers make this battery. My preference with all electronic devices is to use Energizer (they seem to have the longest life for high-tech gadgets). The battery will cost anywhere from $2 to $5, depending on where you buy it (Walgreens, BestBuy, Fry's, etc).
Once you have your battery, you're set to go. If you flip the remote over, you will see a round area with a slit cut into it.
Take a coin (quarters work the best, I have found) and rotate the plate counter-clockwise unit the plate is released. The battery will be revealed. Remove the bad battery and replace it with the good one (be sure to place it inside the remote in the same direction that the old one was, otherwise it won't work).
Once you have replaced the battery, place the cover plate back on, and using the coin again, turn clockwise to tighten.
That's it! You just saved $15 or more by not having to purchase a new remote control.