Apple raises purchase limit on iPhone to 5

For Apple Inc., it’s all about control and making money. Factor that into your reading of the tea leaves on the news that Apple has quietly raised the limit on iPhone purchases from two back to five.
The blogosphere has cogitated on the news for a couple days and the most cogent views appeared to include the following points:
Apple initially limited purchases to five units to manage supply in the face of uncertain demand. In October, to discourage would-be resellers who sought to unlock the device and sell high to anyone willing to pay, Apple instituted a new limit of two devices per customer and barred cash purchases. With Apple’s official software updates that have effectively bricked unlocked phones, and a credit card-only policy, the company is returning its limit to five-probably to juice year-end sales.
An Apple representative did not immediately return a call for comment.
Bloggers report that Apple has left in place its two-per-customer signs in its stores while quietly acknowledging that well-heeled gift givers can walk away with up to five units. That’d be $2,000-plus for five phones. While perhaps incomprehensible to some, cellphone purchases of that magnitude are in line with a sense among wireless analysts that wealthy Americans pack significant purchasing power to fulfill their cellular needs and desires-a factor cited in the rise of smartphones.
The news may be greeted by yawns by all but the most ambitious and flush holiday shoppers, but exclusive carrier AT&T Mobility certainly stands to gain more subscribers. Apple simply sells more devices, profits, helps its partner and reaches for that forecast of 10 million units by the end of 2008.
Thus the interest in the iPhone vendor’s every retail move.
Speculation in the blogosphere also mentioned the possibility that the new, higher purchase limit could also help clear inventory for the arrival of a 3G iPhone, but the timing seems more focused on holiday-sales and fourth-quarter numbers chasing.