Having sold 1.4 million units since launching the device at the end of June, Apple is looking to put a bit of a slowdown on iPhone sales, ahead of the upcoming holiday-buying scrum. Beginning late last week, customers no longer can purchase the iPhone with cash or buy more than two per person.

"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," Apple's Natalie Kerris told the Associated Press. "We're requiring a credit or debit card for payment to discourage unauthorized resellers."

The previous limit on iPhone sales was 5 per person, with no restriction on cash purchases.