Interesting! This (as far as I can tell) is a pretty recent version of the Cinema 7 IQ - perhaps the TV/0030 code has been revised to think that the up and down buttons are nonfunctional?

If I ever see another one (they're oddly rare in the Seattle area, at least at the stores I was going to) I'll try the setup stuff again. I'm just happy to have a working Apex remote integrated into the main control!