Wouldn't an Apple TV, with a screen made by Samsung, really just be a Samsung . . . .
so you are saying all apple products that have a display are samsung? I mean all apple products have displays outsourced... So by your idealogy, everyone of them is not apple but rather the one that producted the display?
Anyways an Apple TV (actual TV) could be a good idea if apple can find a way to differentiate itself. The time for a TV isn't right as many are clued to their cable box, meaning apple would be no different than samsung in that case. But assuming iTunes content can go cheaper, maybe a monthly subscription for TV shows and movies and you got yourself something unique. Netflix and Hulu are not iTunes, so Apple has a chance to be unique. Plus they can integreate their ecosystem, Apps, music etc and definitely make a huge impact.
Plus just as the iphone isn't truly made by apple (display, components, etc) the quality and software on it makes it a unique product. Same can be applied to the TV market. If they can give the TV a twist, both in software and hardware, they can stand out.
Last but not least, Integrating other Apple products with the TV, such as your iPad/iPod as a controller (remote controller, gaming controller, etc), which they already kind of do with the AppleTV box, is another way they can differentiate themselves.
So what do I think is the reason they didn't get into this market yet, though they are keeping a close eye on it? Well its because people are clued to cable, making it hard to get people to give up cable and go for itunes. Without that advantage, apple wont bother going into that market. Not to mention licensing issues prevent apple from offering Tv shows subscriptions.
Basically ones Apple can add subscriptions, offer low prices, bring apps to the AppleTV and find ways to differentiate itself from others, you will see them start to enter that market. It's really all about timing here, just like when they came out with the iPhone in 2007, it was time to change the mobile world.
Thanks
AE