I'm not so sure. Taking the displays at $228, these are specialist components that require integration work – I don't think one can walk into the Sony offices a

I'm not so sure. Taking the displays at $228, these are specialist components that require integration work – I don't think one can walk into the Sony offices and ask to buy one (1) of them. That would then suggest that the "sticker price" is accounting for a certain level of scale, and while Apple are high volume in general, this device is not particularly high volume. Also volume discounts on components such as this don't tend to be that significant as to achieve a 33% reduction on price.