Looks like a B&O
That teaser shot looks like the BeoVision 10 from Bang & Olufsen, which has the same "gallery" look:
http://www.bang-olufsen.com/en/picture/beovision-10
I'm assuming the news exists on this forum because of a veiled threat to Apple's own apparent desires for a radical new TV set. Samsung can release what they like and let the consumer decide. I can't see what damage this does to Apple because content and ecosystem, as well as the sheer ease of use, will be the points on which any Apple TV set will succeed or fail. We expect good design as standard.
I have to say, I look to the mooted Apple TV set with trepidation. First, cost on every level will be a huge issue because whereas people are generally happy to upgrade their iPad or even their MacBooks every couple years or so, TVs go on living for years so Apple will likely want to make more money out of TV content. We know they make proportionately small amounts of money from iTunes content generally and more on hardware markup, so I will be interested to see how Apple repackages content so that it can draw off profit for years from the same TV set or cable box.
Second, there are some great TVs out there already and I think most people switch them on and browse through channels and that's pretty much it. There is less of that burning desire to see something radical as there was with the desktop computer or mobile phone or tablet. Of course, Apple's stock-in-trade has been to show us things we didn't realise we wanted and to solve problems we didn't quite know we had. Still, I want to sit down and lose myself with my TV, not interact with it so much. I'm not after an iPad experience: I want to watch content and turn off other distractions. Where will Apple sit within that experience?
Personally, I think Apple could offer an advanced Apple TV set top box, not unlike the existing one, and allow content providers to submit "apps" that work on the device -- just like the App Store but for batches of content or even whole channels that are "downloadable", permitting access to both linear content (live TV) and on-demand content. That way, Apple can siphon off a 30% markup and allow a degree of openness to content providers, who maintain control over content, scheduling and overall pricing, as well as making the platform international (rather than being tied down to local cabling etc).
Once a few channels jump on board, I think we'll quickly see other channels responding to viewers' demands to watch their content on the new Apple platform. I can't see how Apple will persuade content owners / cable operators to sign long contracts and "lose power" to Apple in such an upfront way. Apple will need to leverage user demand to slowly bring providers on-side and follow the "app" model that has worked so successfully on iOS and Mac systems.
Of course I'm going to be completely wrong, but its fun second-guessing Apple even before they've released anything substantial. Why else would we come to this forum.