But even at the 30% marketshare the iPhone has been dealing with these issues for a while. They just can’t buy 200 million volume buttons or whatever off the shelf. Now imagine what happens if one of their suppliers would fail days before the phone launches. They have such tight integration not just with the manufacturer’s process but also their finances because Apple simply can’t get replacements at scale on short notice. And remember that’s at ~30% market share, it just gets worse after that.
Tesla does some stuff in house because they can, but they just didn’t have any options when it came to scaling battery production. They hit the limits of what the market could supply without getting directly involved.
Suppliers don’t want to purchase a bunch of equipment and scale their manufacturing capacity for a contract that could go away at any time. So when Apple shows up they are going to price that risk in to their bid or sometimes just outright say no. However, by Apple buying that equipment those risks suddenly get reduced.
Apple on the other hand has huge cash reserves and isn’t that price sensitive. Plus they want to avoid all the issues bring yet another component in house.