Last week, for certain products, Apple started limiting the number of units one customer could buy.
Namely, the new iPad Pro (both the 11-inch and the 12.9-inch model) were limited to two per customer, and the new MacBook Air and the Mac mini were limited to five per customer. Most newer iPhones, including the iPhone 11, the 11 Pro and the 11 Pro Max, were limited to two per customer. The AirPods Pro were also limited to two per customer.