As far as I know it's not custom in the market to accept every order anyone sends you. It's custom to reject orders you can't or won't accept, so the customer doesn't waste time waiting on something that isn't coming. Sometimes you reject them because you don't have enough stock to fill the order, but there's no custom saying that's the only reason. Not wanting to do business with a particular customer actually fairly common. And right now I can see Samsung wanting nothing to do with Apple as long as they have enough other customers wanting screens to fill their production capacity.

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