I’m always intrigued when a company puts limits on how you can buy its products. Most recently, Apple instituted a policy that only allows buyers to purchase two iPhones (previously five) and they must do so with a credit or debit card to track the purchase.
“Customer response to the iPhone has been off the charts, and limiting iPhone sales to two per customer helps us ensure that there are enough iPhones for people who are shopping for themselves or buying a gift,” Kerris said. “We’re requiring a credit or debit card for payment to discourage unauthorized resellers.” (link)
Huh. Apple is notorious for “caring” what customers do with their products and software after purchase, but the verbiage in this case is so interesting. The new policy is couched in terms of protecting potential iPhone customers from dangerous, “unauthorized resellers.” I don’t recall Apple attempting to protect its customers from itself when it sold the iPhone for $600, then dropped the price a few months later.
Perhaps I’m drawing a connection where none exists, but Apple’s attitude that only it can use market demand to advantage is funny. Why didn’t Apple’s new policy simply state, “Depending on our mood, we’ll sell you an iPhone.” Better yet, “If we like you, we’ll let you buy an iPhone.”