That discussion circles around the content and monetizing it, afaicu.
I do not see, how adding a display panel to the mix would benefit Apple in any way.
Actually, I would also prefer the dumbest panel available, with best picture quality I can afford.
And it could serve me much longer if I can select and connect the smartness around it myself.
Given that - I do not see much added value in Apple-branded display panel.
I have been upgrading my AppleTV regularily, though. Skipped only the Gen2 (first black puck, 720p).
And it has been very cheap, comparing to the amounts I've had to invest into the panels.