The problem here is that there is a fundamental conflict of interests. Apple wants to sell expensive devices with a big markup which by definition not everybod

The problem here is that there is a fundamental conflict of interests. Apple wants to sell expensive devices with a big markup which by definition not everybody will be able to afford (TV is popular with low income demographics). Big content doesn't care about "open" in the free software sense but they want to be able to sell content to everyone which is why they still sell DVDs. Since TV is an almost completely passive experience the only way for apple to get ahead would be either turn it into a more "active" experience or get exclusive content which would not be in the content industry's interest.