iPhone Duo Debuts: Walk-In Stock Runs Dry as Lines Stretch for Hours

Apple’s long-rumored foldable iPhone finally hit store shelves today, triggering a global frenzy that turned major retail locations into packed arenas.

The iPhone Duo, the company's first device with a folding screen, was released simultaneously at Apple Stores across the globe on Friday, October 23. The brand shared a press release featuring images of the bustling launch events, highlighting how customers flocked to experience the new hardware. Store staff were on the floor providing hands-on demonstrations and personalized assistance to help users navigate the new form factor. The event marked a significant milestone for the tech giant, signaling a major shift in its product lineup away from its traditional rigid slab design.

High-profile Apple executives were present at key locations to oversee the rollout. Greg Joswiak, the senior vice president of worldwide marketing, was seen at the flagship Fifth Avenue store in New York City alongside retail executive Vanessa Trigub. Meanwhile, CEO John Ternus celebrated the launch in Austin, Texas, at the Domain NORTHSIDE location with retail chief Deirdre O’Brien. Ternus had toured Apple’s Austin offices earlier this week, a visit that coincides with the Formula 1 United States Grand Prix taking place in the city this weekend, where Apple serves as the exclusive US streaming partner.

Shoppers who queued overnight for a chance to purchase the device in person faced a stark reality: limited availability. Apple had warned in advance that initial retail inventory would be scarce, and those predictions proved accurate. Lines stretched around many stores as customers hoped to secure a unit without an online reservation. However, as the morning progressed, store workers began informing disappointed visitors that walk-in stock was nearly gone.

For those who left the stores empty-handed, the next step is digital. Apple Store employees advised customers to check the Apple Store app tomorrow at 10:00 a.m. Eastern Time for updated details on in-store inventory. This approach allows the company to manage demand more effectively and provide a clearer picture of which locations have remaining units available for purchase.

The launch day has already generated significant buzz, with readers and customers sharing photos from their local stores on social media. As the first day of availability concludes, the focus shifts to whether Apple can sustain the supply chain to meet the overwhelming demand for its first foldable device.