Apple Limits iPhones To Two Per Customer

Apple will limit sales of iPhones to two per person in a bid to stop unauthorized resellers from cashing in on the popular handheld Internet device, according to numerous reports.

As part of a new iPhone policy that began Thursday, the Cupertino, Calif.-based consumer electronics manufacturer reduced the number of purchases allowed from five per person to two, and will no longer accept cash for the device. Since the iPhone started shipping June 29, Apple says it has sold more than 1.4 million units of the sleek handheld that combines the functions of a cell phone, MP3 player, digital planner and Internet device.

A spokesperson for Apple said the changes to the sales policy was intended to put the brakes on unauthorized resellers ahead of the holiday season, when Apple expects iPhone sales to be brisk. Apple's Natalie Kerris also hinted at possible inventory issues in the face of the increased holiday demand the company is expecting from gift-givers.

"Customer response to the iPhone has been off the charts, and limiting iPhone sales to two per customer helps us ensure that there are enough iPhones for people who are shopping for themselves or buying a gift. We're requiring a credit or debit card for payment to discourage unauthorized resellers," Kerris told the Associated Press.

Apple also indicated that the move was also intended to put a stop to multiple iPhone purchasers who hack the devices to access various cell phone networks other than AT&T's, Apple's exclusive carrier partner in the United States, the AP reported.

Some 250,000 iPhones sold were purchased with the intention of unlocking access to other carriers, Apple COO Tim Cook said in an earnings call last week.

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