Every company fails. However, when it comes to hardware-software integration, no other company even comes close.
Apple is the only company which makes phones which are calibrated accurately across brightness range. Same for their tablets and laptops as well.
Yes, if it works well it might be worth getting. However, modern TVs are well enough calibrated out of the box and the Apple TV 4k doesn't add enough value otherwise.
It's basically spending 20k AND borrowing an iPhone for one time calibration. Also I think the iPhone will need to be logged into the same account, which I won't like to do on a someone else's phone.
If it did upscaling like Nvidia shield, I'd gladly get it as a processing engine with this as an additional amazing feature. Without it, I'm a bit iffy.