Apple limits iPhone Duo pre-orders to two per customer
Apple has capped iPhone Duo pre-orders at two units per customer across its online stores in the US, Japan, Spain and the UK. The limit comes amid unusually strong demand, which has pushed Apple’s delivery estimates into next year.
The same cap applies regardless of the model configuration, though it is unclear when Apple introduced it or how effectively it can deter buyers using multiple accounts. Some customers reportedly ordered more than two units when pre-orders opened on 16 October. Apple’s stores show an estimated delivery date of 22 January, while Best Buy lists earlier dates for some models: 10 November for the 512GB version and 14 December for the 256GB version.
- Apple limits iPhone Duo orders to two per customer.
- Its stores estimate delivery on 22 January.
- Some Best Buy models have earlier dates.
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Apple sells its iPhones directly through its online stores and through other retailers, with new models typically available to pre-order before they go on general sale. A pre-order reserves a phone for delivery later, and the wait can vary by model and storage size.
Strong demand can mean customers wait longer for delivery, while retailers may have different stock and delivery estimates. Limits on the number of phones one customer can order are one way a seller can manage purchases, though they may be harder to enforce if buyers use multiple accounts.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Capping pre-orders at two per customer can give more people a fair chance to buy the iPhone Duo, especially when demand is high and delivery estimates have slipped into next year. It may also discourage bulk buying for resale and help Apple distribute limited stock among individual customers.
The case against
A purchase limit can frustrate customers who have legitimate reasons to order more than two phones, such as buying for family or a business. If buyers can get around the cap with multiple accounts, it may impose needless inconvenience without meaningfully improving availability; Apple could instead prioritise increasing supply and explaining how orders are handled.
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Originally published by Engadget as “The Apple Store will only let you check out two iPhone Duos”.