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iPhone pricing

Apple has decided to keep restrict sales of iPhones. The AP reports (HT: Camilo Montenegro and Isaac Crawford):

Apple Inc. no longer accepts cash for iPhone purchases and now limits
sales of the cell phone to two per person in a move to stop people from
reselling them.

Why would Apple implement this policy? Why don’t they just raise the price to prevent reselling and make more money?

Use the comments to discuss and I’ll weigh in with an opinion tomorrow.