This is sonewhat apple exclusive. They can cost the waiting and long preorder while not too many companies could do the same.
they did it with airpods, I don't know why anyone would be surprised
There's absolutely zero proof that Apple has ever done this. People just decide that Apple is incapable of running into supply chain issues and that therefore it must simply be to add hype. The truth is, most people don't want to wait around three months for a phone. Only people very loyal to Apple will do so. The rest will just get a different phone, or not upgrade, or get a different model - which is the last thing Apple wants.