Apple Sells 23,000 Foldable iPhones on Day One Despite Tight Retail Supply

Apple released its first foldable smartphone to the public on Friday, October 23, marking the debut of the iPhone Duo at retail locations worldwide. The launch drew immediate attention to inventory levels, as the company had previously warned that physical stock would be constrained.

Apple reported that approximately 23,000 customers visited its stores for walk-in purchases on launch day. The company shared photos from multiple cities in a press release issued Friday morning, depicting employees assisting shoppers with hands-on demonstrations of the new device. These official images align with user-submitted photos showing crowded store floors.

Senior leadership attended launch events in key markets to oversee the rollout. Greg Joswiak, senior vice president of worldwide marketing, was present at the flagship Fifth Avenue store in New York alongside retail executive Vanessa Trigub. In Texas, CEO John Ternus joined retail chief Deirdre O'Brien at the Domain NORTHSIDE store in Austin, a city that is also hosting a Formula 1 race this weekend where Apple serves as the exclusive US streamer.

Long queues formed overnight in various countries as consumers sought to buy the phone in person. Despite the crowds, store employees reportedly told some disappointed customers that walk-in stock was running low. Staff advised these shoppers to check the Apple Store app at 10 a.m. ET on Saturday to see which units remained available in specific locations.

The event highlights the initial supply chain constraints surrounding the new hardware. While online orders were being processed, the physical retail experience was defined by limited immediate access to the device, prompting Apple to direct traffic toward its digital platform for real-time inventory tracking.