I don't see it that way. There are many TV makers, and thousands of models. The universal remote attempts to be the best compromise that tries to work with all of them. Trying to find your specific 'code' is a pain in the butt procedure, and you usually end up with roughly 8473728291 buttons that you don't use for your system.
Apple is kind of doing the same thing, except exactly the opposite. They are defining what would be the best most awesome remote ever. With that in hand they are telling the manufacturers 'You are free to build whatever devices you want, but it has to work with our remote and meet our defined standards.'
Interesting to watch how this plays out. Will they insist on 'Apple exclusivity' or would a lamp manufacturer be free to build a lamp that is compliant with both the Apple and Google systems?