Box is real
If anything I believe that the box is real.
I was looking at my 12" powerbook box and the box in question is very close, just taller.. perhaps a 15" 17" box.
I checked the Logo placement on mine, and it is facing the same, slightly off center.
also the bottom foam appears the same. rounded on the outer edges, a support in the middle that is divided at the top.
Now the top foam does appear to have the standard Apple cutouts on top for grabbing hold of. In one photo you can see a circle cutout. Mine has that, above that is where all the cords are.
There appears to be in the middle, either a piece of the foam, which would be odd, or perhaps its the thin wrapper and its just stuffed in there. The very bright photo appears to have a wrapper across the top of the monitor, so that could be that.
The exact fit does seem to be one of the most troubling issues. When looking at the bottom foam the "device" generaly fits inside of those foam pillars, in this case it looks too large to fit.
My guess is that the box and stuffing are real, but the device is just a LCD tv.
I too would hope even with a simple pizza box design that Apple would make it more desireable that what we see here.