Except that Apple is still making money hand over fist with a proprietary OS with their own proprietary apps, happily built by people who aren't Apple employees for 70% of their value.
Where does the profit in the new marketplace come from?
Apple was the first to implement the concept properly before android caught up so they had a head start.
The combination of excellent implementation of a touchscreen in the phone (it was done multiple times before but every other implementation sucked) and the combination of that with a proper app store (by today's standards) gave them the push necessary.
Notice it wasn't any of the regular players at the time that took it in the right direction but a no name in the phone industry. Everybody else was too busy fighting each other instead of innovating.
The profit is where it gets a bit odd since most likely the only profit the manufacturer of the TV gets is the price of the TV and maybe some bonuses from the companies whose app get installed by default on the TV.
No different then a laptop now.
The TV may become popular because of its great flexibility app wise but the bulk of the profits will be earned by software companies distributing the apps through adverts or by charging for the app.
Where does the profit in the new marketplace come from?