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Verizon is expecting a surge in demand for smartphones like the iPhone in 2011, however how many Apple devices will sell is unknown because of uncertain quantity of supplies. The lack of supplies has really come to their attention in the last quarter of 2010 were they had a 2.6% decline in revenue. Even Apple claimed that they would've sold way more iPhones in the same period, had they had more supplies to meet the demand. The reason that Verizon predicted that this great surge in demand for the iPhone will come and are trying to gain more resources, is because only 26% of their customers own a smartphone, and they predict that 50% will be on a smartphone by the end of 2011. Verizon wants to be prepared for the launch of the iPhone. CFO Fran Shammo, stated that if Verizon is able to sell 11 million iPhones, that their revenue in 2011 could increase from  4% to 8%, and earnings from 5% to 8%, and these figures could double in 2012.

After having witnessed a loss in profits due being unable to meet the demands of consumers, Verizon is allocating more resources to the production of iPhones. On a PPC graph the demand line would increase showing that Verizon will have an increase in both the quantity of the supply and the increase in the price of iPhones. This is a signal of less scarcity in the market, and the incentives of both the consumer and the producer. Because of this increase in the supply of the iPhone, competition to Apple will have a decrease in potential consumers. A producer's incentives have become to produce more at a higher price. Since Verizon doesn't want to make the same mistake twice, they will allocate more resources to the production of iPhones so that they can maximize profits.