iPhone Duo: Walk-in stock vanishes as 23,000 units sell

Walk-in customers at Apple Stores faced empty shelves on Friday, October 23, as the company’s first foldable smartphone, the iPhone Duo, went on sale. Queues formed outside retail locations in multiple countries overnight, but Apple had warned that in-store inventory would be limited. Store employees reportedly told disappointed shoppers that remaining stock details would appear in the Apple Store app at 10 a.m. Eastern Time on Saturday.

Apple published launch photos from various cities in a press release issued Friday morning. The company stated that customers filled its stores while staff offered hands-on demonstrations and personalized shopping assistance. The initial run of the device sold quickly, with reports indicating that walk-in stock was scarce by late morning.

Senior Apple executives attended launch events at separate locations to mark the occasion. Greg Joswiak, the company’s senior vice president of worldwide marketing, was present at the flagship store on Fifth Avenue in New York with retail executive Vanessa Trigub. Meanwhile, CEO John Ternus and retail chief Deirdre O'Brien were at the Domain NORTHSIDE store in Austin, Texas.

Ternus had toured Apple’s Austin offices earlier in the week, according to reports. The city is also hosting the Formula 1 United States Grand Prix this weekend, an event where Apple serves as the exclusive streaming partner in the United States. This dual presence highlights the company’s focus on both its new hardware and its entertainment services.

The iPhone Duo is the first foldable phone released by Apple, a move that had been anticipated by industry observers. The device’s debut marked a shift in the company’s product lineup, expanding beyond its traditional slate designs. The rapid depletion of walk-in inventory suggests strong initial demand from consumers seeking the new form factor.