Apple (AAPL) Limits Online iPhone Sales on Coronavirus Woes

AAPL SWKS CRUS QRVO

Apple (AAPL - Free Report) is limiting bulk purchases of iPhones and other products as it faces supply constraints related to the coronavirus outbreak, per a Reuters Report.

In mainland China, Hong Kong, Taiwan, and Singapore, a message appears above iPhone listings informing customers that purchases will be limited to two devices per order.

Notably, the purchase limits have also been rolled out across the United States, U.K., Canada, Europe and other regions. In most non-Asian regions, the limits won't appear until the checkout process.

Apple’s online store is limiting customers to two units of each iPhone model per person this week. Customers can still buy more than two iPhones in one order but they would have to be different models.

There is a limit of two iPhone 11 Pro, iPhone 11 Pro Max, iPhone 11, iPhone XR, iPhone 8, and iPhone 8 Plus models per customer. Other Apple devices such as the new MacBook Air and the Mac mini are limited to five orders per customer, while the new iPad Pro is limited to two 11-inch models and two 12.9-inch models per customer.

Coronavirus Hurts iPhone Demand and Supply

Rapidly-spreading COVID-19 has severely hurt Apple iPhone’s supply-chain. The purchase limits are a visible effect of the virus’ impact on Apple’s operations and supply chain. In February, Apple issued a warning to investors that said that worldwide iPhone supply will be temporarily constrained.  

Additionally, Apple faces significant threat from grey market resellers who buy Apple products in bulk to distribute them for a profit in areas where they are unavailable or in short supply. Online purchase limit for global customers seems rational especially as Apple has shut down all its retail stores outside China from Mar 13.

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