[Asia Economy Reporter Joselgina] Apple, after closing offline stores outside China due to the spread of the novel coronavirus infection (COVID-19), has also started limiting bulk purchases of some popular models.
According to economic broadcaster CNBC on the 19th (local time), Apple decided to limit U.S. customers to purchasing 2 units per person (based on the same model) when buying iPhones, iPads, etc., through its online store starting this week.
The targeted models include iPhone 8, iPhone 8 Plus, iPhone XR, iPhone 11, iPhone 11 Pro, and iPhone 11 Max. The iPad Pro, which was unveiled the day before, is also included in the restricted items.
This measure confirms that Apple's supply chain has actually been disrupted following the outbreak of COVID-19. It is interpreted as an effort to prevent potential market confusion while all offline stores located outside China remain closed.
CNBC pointed out that "Apple is concerned about the gray market (importing and selling goods without the manufacturer's permission)," noting that some customers might buy popular models in bulk and resell them.
This is not the first time Apple has limited the number of purchases per person. Right after the iPhone launch in 2017, purchases were also limited to 2 units per person.
Meanwhile, Apple officially announced last month that achieving quarterly sales targets had become difficult due to the spread of COVID-19. At that time, Apple explained, "Production plants of partner companies in China have resumed operations, but normalization is delayed more than expected." Offline stores located outside China will remain closed until further notice.
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