That summer a panel of FDA consultants voted 20 to 3 that Avandia probably does increase the risk of heart attacks but also voted 22 to 1 that the drug should stay on the market.
If the competing companies also gets this new technology , it will not only be your company that increase output, but a lot of them, this will probably also lead to even lower prices making the market even bigger.
The point I am trying to make is that Apple has to sell a TV, obviously to grow the top and bottom line and increase the footprint of iOS devices, but also (and probably more importantly) to gain more leverage over the display supply chain to protect the competiveness of the iPhone and iPad franchise.