Apple Caps iPhone Purchases at Two Units Per Customer in India

Apple's India online store has introduced a two-unit purchase cap per customer across its entire iPhone lineup, according to the company's updated terms on its digital retail platform. The restriction applies to all iPhone models currently available for sale, irrespective of generation or variant.

The limitation represents a significant tightening of Apple's sales policy in India's competitive smartphone market. Industry observers suggest the measure aims to prevent bulk purchases and ensure wider product availability across the customer base during high-demand periods.

The purchase cap comes just days before Apple's launch of new flagship models, traditionally a peak sales period for the Cupertino-based technology company. India has emerged as a crucial market for Apple, with growing demand for premium smartphones and an expanding base of existing device users seeking upgrades.

Apple did not immediately provide an official statement regarding the rationale behind the two-unit limit or its intended duration. The policy appears consistent with supply-management strategies Apple has employed in other markets during periods of constrained inventory or exceptional demand.

Photo: The iPhone 17, iPhone Air, iPhone 17 Pro and iPhone 17 Pro Max on display side by side, October 2025. Premeditated via Wikimedia Commons (CC BY-SA 4.0).