On October 24th Apple decided to limit iPhone purchases to two per person. This should not confuse customers into thinking that this is a per transaction rule. It is per customer, period. Apple has gone as far as to check consumer history and refuse cash payments in order to maintain this policy. Apple is currently involved in a vicious struggle with the independent cell phone merchants who are unlocking iPhones, which would then be compatible with any wireless provider and not only AT&T. It is estimated that Apple earns $432 for each AT&T iPhone activation, so this harsh stance does contain some logic. Apple also wishes to maintain control of quantity as we approach the holiday season. There have also been reports that unlocking an iPhone with wireless carriers other then AT&T have led to faulty and bugged program that tarnish the iPhone experience.

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