Trust me, Sony and Samsung don't want to be giving away their TVs, the market has forced them to. If Apple came to market with a 4K TV prior to the race to the bottom it will be bad for customers but great for Apple. If Apple comes in after the price wars on 4K sets they are screwed in the market.
their prices have been pretty fair though.. to some point, and they're not "giving them away". as new tech components become more common, along with less R&D.. their prices go down and they just adjust to it. with the exception of the playstation devices, sony makes their profit even with the decrease in price.. due to the component prices going down. and honestly.. i don't care about how great it would be for apple. i don't want them to further mark up the prices of the tv market in the beginning stages of new tech. you said it yourself.. why would you want the tv market be bad for customers? and the tv market is different than the ones apple is currently in. if apple decides to charge their mark up.. as a newcomer.. it wouldn't help them compete, because customers would just go to the veterans like samsung and sony.. even lg.