We are only a month to 2022. This shouldn't even be a news headline. There are also plenty of other TV brands that does something similar. It is the whole reason why you can buy a 4K 55" TV for a $~450.
And a lot of people knows this. So for the past few years it turns out plenty of people are willing to sell their watching habits for a cheaper TV. Unfortunately TV business in itself is a low margin business. Unless Apple decide to do something about it I dont think there are any company that could change the game much if at all.