They made the mistake of using a design that is so difficult to mass manufacture. This show the design is unpractical. You can claim the design is great, but what good there is if you cannot mass produce it?
Apple needs to sign a deal with China Mobile as soon as possible, as the Chinese Android brands control 70% of China's market, in addition to Samsung's share.
Even if Apple comes up with the smart TV, they are still lagging the Samsung Smart TV. A 5 inch or bigger screen iPhone is a must.
The problem with Apple is that they don't have technology for display screens. In the foreseeable future, Apple will have to rely on other vendors for the new flexible 4K OLED. screens for the new Apple smart TV.
In China, Lenovo and Huawei are taking over the Android smartphone market. The big Chinese brands like Lenovo, Huawei, TCL and ZTE control over 70% of the Chinese smartphone market share. Samsung is having difficulty in China, the largest smartphone market in the world, right now.