Why would Apple create a shortage to increase the demand when their products are in demand even befo

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Why would Apple create a shortage to increase the demand when their products are in demand even before they are released It is true that when a new iPhone is released, there are sometimes shortages, but could there be a logical explanation for that? Think about the complexity of an iPhone or other electronic products like the gaming consoles Why might a company release a new technically complex product on limited basis as its initial release?