iPhone Duo Debut Draws Crowds to Apple Stores as Walk-In Stock Runs Low

The first foldable iPhone hit store shelves this morning, and the wait was real. Customers around the globe formed lines overnight to secure a spot for the iPhone Duo, marking the official launch day for the highly anticipated device.

Apple confirmed the rollout in a press release issued today, October 23. The company shared images from its retail locations to document the event. The messaging highlighted that the iPhone Duo made its debut at Apple Store locations worldwide on Friday.

According to the release, stores were filled with customers eager to see the new hardware. Apple team members were on the floor offering hands-on demos. They also provided personalized shopping support to help buyers navigate the new form factor. This was a significant moment for the brand, as it marked the introduction of its first foldable smartphone.

Company leaders were present to mark the occasion. Greg Joswiak, Apple’s senior vice president of worldwide marketing, celebrated the launch at the flagship Fifth Avenue store in New York. He was joined by Apple’s retail executive Vanessa Trigub for the event.

Apple CEO John Ternus was elsewhere in the United States for the launch. He was at the Apple Domain NORTHSIDE location in Austin, Texas. He was accompanied by retail chief Deirdre O’Brien. Reports indicate that Ternus toured Apple’s offices in Austin earlier this week.

The timing in Austin coincided with the Formula 1 United States Grand Prix taking place this weekend. Apple serves as the exclusive F1 streamer in the US, adding another layer of visibility to the event.

Despite the excitement, availability has been a challenge for those without reservations. Apple warned beforehand that inventory at retail stores would be limited. That warning appears to have held true for many walk-in customers.

Lines formed at Apple Stores worldwide during the night hours. Many people hoped to purchase an iPhone Duo without a prior online order. However, the limited stock meant that not everyone could get one immediately.

Apple Store workers have been managing the disappointment of shoppers who found shelves empty or nearly empty. Staff are advising these customers to check the Apple Store app tomorrow at 10 a.m. Eastern Time. At that time, in-store inventory details will be updated, giving shoppers a better idea of what is available locally.

For those in California and other parts of the country, the launch has been a test of demand versus supply. The combination of a new product category and limited initial stock created a busy start for Apple’s retail team. As the day progresses, the focus shifts to how well the company can restock and manage the flow of customers who are still arriving at stores.