The price is wrong [consumer electronics]

This paper relates the story of Apex Digital Inc., a California upstart maker of ultracheap DVD players, televisions and other consumer electronics, from being a rising star in the field to its downfall for having a total of $467 million in unpaid debt. The paper also describes the findings of Chipworks Inc., a technology research company in Ottawa, after reverse engineering an Apex DVD player in an attempt to shed some light on Apex's margins as a consumer electronics maker.