I think Apple have made a smart move. From a hardware perspective, their X-Serves were just too high quality in fit and finish to be sitting hidden in a data room/center somewhere. They carried a premium for that Apple level quality and craftsmanship.

They're finding the consumer space amazingly lucrative and things only look to be getting bigger and better in that space lately. I don't know what they have planned, but I can imagine spending a tiny bit of engineering time on the Apple TV to allow its own App Store and over night taking a huge bite out of the console market. In the long run this is going to bring them a lot more customers and a lot more money than competing in the enterprise server game.