THE GOAN
PANAJI
Apple’s annual product launches are eagerly awaited by tech enthusiasts and loyal users, many of whom look forward to getting their hands on the latest devices. But for customers in India planning to buy iPhones directly from the company, there is a limit to how many they can order at a time, with Apple allowing a maximum of two devices per customer through its online store.
Buyers can purchase two units of the same model or choose two different iPhones. However, attempting to add a third device to the shopping bag triggers a warning on Apple’s website, asking customers to adjust the quantity before proceeding to checkout.
The restriction applies to the total number of iPhones in an order, rather than limiting purchases of individual models. This means customers planning to buy phones for family members or purchase multiple devices as gifts will have to work within the two-unit cap when ordering directly from Apple.
The limit extends beyond the company’s newest models and covers its entire iPhone lineup currently available on the Indian online store. It is not a restriction exclusive to the latest launches, although its timing has drawn attention with a new device about to reach customers.
Apple’s first foldable smartphone, the iPhone Duo, is scheduled to go on sale in India today, with pre-orders having opened on October 16. Unveiled in September, the device features a foldable design with a 7.6-inch inner display and a 5.4-inch outer display. Apple has described it as its thinnest iPhone when opened, with a larger screen designed for viewing content, gaming, and multitasking. The company also unveiled the iPhone 18 Pro and iPhone 18 Pro Max as part of its September product announcements.
The purchase cap comes as customers prepare for the arrival of these new devices. Reports have also pointed to extended delivery estimates for the iPhone Duo following the opening of pre-orders, although Apple has not publicly linked the purchase restriction to stock availability.
The company has not officially explained why it is enforcing the two-device limit. However, purchase caps are commonly used to discourage bulk buying by resellers and prevent devices from being bought in large quantities for resale at higher prices. Such measures can also help ensure that more customers get an opportunity to purchase a device when demand is high. This is not the first time Apple has imposed such a restriction. When the original iPhone launched in 2007, the company limited purchases to two units per customer to discourage reselling.
For now, the restriction has been reported on Apple’s online store in India. Whether the same limit applies to purchases at physical Apple stores or through authorised retailers remains unclear. Customers looking to purchase more than two iPhones will therefore need to check the terms applicable to their chosen seller rather than assume the online limit applies everywhere.
