<p>New rumors surrounding Apple (AAPL) illuminate an underlying truth about how the technology giant -- and the broader consumer electronics industry -- relates to consumers.</p><p>One story making the rounds is that Apple will start producing the iPhone 6 in the next few months. Another is that, according to a book set to be released this week, Steve Jobs privately dismissed the idea of making an Apple TV set because it would be a "terrible business." The reasons: Jobs thought margins on TVs are too low and that "they don't turn over," as recounted in "Haunted Empire: Apple After Steve Jobs." People might buy a TV and keep it five years or or more.</p><p>How do these fit together? Simple: Apple and many consumer electronics companies are on an industrial-sized hamster wheel. Their business model depends on a continuous flow of people buying -- and then rebuying -- the same basic type of product. Wall Street's requirement that companies grow endlessly also combines with the particularly high growth expectations for high-tech firms.</p><p>Companies of course depend on recurring business from customers. In fact, there is a term called "lifetime customer value," which refers to how much money a person will spend with a particular business over time. Executives try to increase this lifetime value because it is more profitable than having to attract new customers, which can be an expensive process. The more money that goes into marketing to new customers, the less is available to cover other expenses and as profit. Groupon (GRPN) was an example of what can happen when the need to grow becomes too expensive and creates massive deficit spending.</p><p><a href="http://www.cbsnews.com/news/apple-rumored-to-be-readying-iphone-6/">Keep reading...</a></p>