Apple should just devote their time and resources to improve their current products and services than step into an entirely new market with hundreds of competitors.
If Apple can spend resources to start a new Television set project, I'd rather they spend some on salvaging more critical issues at hand such as the problematic, error-filled and almost life-threatening Maps application. Why start on a new project when current ones like this aren't completely completed yet?
They probably have a team that works on Televesion sets. That same team would not be able to help with the maps/iPhone/iPad because that isn't their area of expertise.