Apple may not concern itself with other people selling at low margins, but you only have to look at Panasonic's recent profit warning to know that selling volume at high margins is very difficult in TV these days.All of the primary Japanese manufacturers have recently spun off their small screen divisions into a likely unprofitable company to avoid booking the losses. Philips have just sold their TV division to the Chinese for pennies and Panasonic lost hundreds of millions chasing the business. No one is making profit on TV panels these days, believe me I speak with some authority on this subject.
Apple might revolutionise the interface, but 90% of the population don't want a revolution in TV because they are passive consumers and remember that the majority of the population doesn't want, or can't afford, an iPhone it just seems like it in our field of view. Apple TV 1&2 didn't revolutionise anything that wasn't already being done, the only advantage it has is iTunes content.
In addition TV is, unlike phones and computers, different everywhere in the world. The transmission standards vary from country to country, the customers ability to pay varies, the dominance of Pay TV varies and even the regulatory/legal requirements. Sony has been doing revolutionary things for years and yet has numerous different platforms worldwide. In particular if you understand the US market then you definitely don't understand the rest of the world because the US is a microcosm in respect of the business of TV.