Apple has dropped its two-per-customer limit on online iPhone sales as the coronavirus pandemic has forced it to close its stores worldwide.
In a policy aimed at curbing the grey market for iPhones, Cupertino, Calif.-based Apple had previously limited customers to ordering only a pair of iPhones at a time. But as customers are locked out of brick-and-mortar stores, the retailer is now allowing them to purchase more than 10 iPhones.
Apple less than a month ago issues a revenue warning to investors, noting that it was being hurt by supply issues and weakened demand as the virus ravaged its Chinese operations.
The tech giant earlier this month announced that its factories will all be up and running by the end of March, but said shortly thereafter that all of its retail locations outside of China are being shuttered indefinitely.
CFRA Research analyst Angelo Zino pointed out that the March quarter is traditionally weaker for Apple, as demand from the holiday season peters off. That, combined with the supply chain building back up to full strength, means there may be a large number of iPhones available.
“At this point in time, I think they’d be happy to take as much business as they can online,” Zino told The Post. “There’s no need to have that two unit limitation.”
Reuters first reported Apple’s policy change.
Apple’s move came just days after it made a surprise Wednesday announcement of new versions of its iPad Pro, Mac Mini and MacBook Air devices.
The iPad Pro is among products on Apple’s site that are still subject to purchase limits.
Apple surprised some insiders, however, by not unveiling the iPhone 9 in its Wednesday press release, which high-profile analyst Ming-Chi Kuo had predicted would be launched along with the other products at what was then predicted to be a March 31 keynote.
Apple two weeks ago also canceled the in-person portions of its annual WWDC developer conference.