Apple Kicks Off iPhone Duo Sales Amid High Demand

Apple began selling the iPhone Duo at its retail locations across the globe on Friday, October 23. The device, which the company is positioning as its first foldable iPhone, was the focus of a coordinated global launch event. In a press release, Apple stated that on Friday, customers filled stores and team members invited them to experience the first foldable iPhone, offering hands-on demos and personalized shopping support.

The launch was marked by a significant public presence from Apple's leadership team. Greg Joswiak, Apple's senior vice president of worldwide marketing, was on hand at the flagship Fifth Avenue store in New York City. He was joined by Apple's retail executive Vanessa Trigub. Simultaneously, Apple CEO John Ternus marked the occasion in Austin, Texas, at the Apple Domain NORTHSIDE location alongside retail chief Deirdre O'Brien.

The company's public statements were accompanied by images from its stores. Apple shared pictures of the launch from various locations around the world. This followed a familiar pattern for major product releases, where customers gather at retail outlets to purchase the newest device as soon as it becomes available.

This enthusiasm was visible in long lines that formed at Apple Stores overnight. People waited in hopes of securing an iPhone Duo through walk-in availability. However, the company had previously cautioned that it would have “limited” inventory at its retail stores for walk-up customers, and reports from store locations appear to confirm this limited supply.

For customers unable to purchase the iPhone Duo in person, Apple Store employees have offered a path forward. Staff are advising those who were unsuccessful to check the Apple Store app the following day, Saturday, October 24, at 10 a.m. ET. This will provide information regarding in-store inventory details for those who wish to try again.

The launch in Austin also coincided with other significant events in the city. Apple CEO John Ternus toured Apple's offices in Austin during the week leading up to the launch. The Formula 1 United States Grand Prix was also taking place in Austin over the weekend, an event for which Apple is the exclusive F1 streamer in the U.S.

The release of the iPhone Duo marks the introduction of a new form factor for Apple's flagship product line. The company's marketing of the device as its first foldable iPhone indicates a shift in its hardware strategy, moving into the category of phones with flexible screens. The initial public response, characterized by long queues and limited walk-in stock, suggests a strong consumer interest in this new design.

The global rollout on October 23 concluded the period of pre-orders and began direct sales through the company's physical network. With initial in-person stock appearing constrained, the next phase of the launch will involve replenishing inventory at retail locations. The company will continue to fulfill orders placed through its online store.