Because if I felt like mongering a crazy Apple-related rumor on a subject which I know nothing about [1], I'd guess that one good way to get a manufacturer to grant you a crazy price break is to tell them that, as soon as they can ramp up production to the necessary levels, Apple will release an Ive-designed Apple-branded TV with their parts inside it and have Steve Jobs stand on stage to promote that TV.
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[1] Which, according to the empirical evidence of this post, I apparently do. I need to get some more sleep.