reply to Apple is considered as a diseconomy of scale because it grew so big that the cost of each unit increased. They could not keep up with the demand as much as a scale of 200 million per year, so using a strategic plan, they wanted to bring "tomorrow's iPhone to market today" (Kottke, 2017). With the new modern technology, they are costly so to speed up the research and cost of technology productions they would need to increase their cost per unit to sell