23,000 shoppers queued for iPhone Duo as launch day walk-in stock ran low

Apple began selling its first foldable smartphone, the iPhone Duo, at retail locations worldwide on Friday, October 23. The device marked the company's entry into the foldable market after years of speculation about its hardware form factor.

The launch generated immediate demand, with 23,000 customers reported to have flocked to stores. Apple had warned in a press release issued that morning that walk-in inventory would be limited. That caution proved accurate as lines formed outside stores in multiple countries overnight.

Company executives attended events at separate sites to mark the debut. Greg Joswiak, senior vice president of worldwide marketing, and Vanessa Trigub, a retail executive, were present at the flagship store on Fifth Avenue in New York. CEO John Ternus attended the Domain NORTHSIDE location in Austin, Texas, alongside retail chief Deirdre O'Brien.

Ternus had visited Apple's Austin offices earlier in the week. The city is also hosting the Formula 1 United States Grand Prix this weekend, an event where Apple serves as the exclusive streamer in the United States.

Store employees told shoppers who could not find the device in stock to check the Apple Store app at 10 a.m. ET on Saturday for updated availability details. Apple shared photos of the launch from various cities, showing employees offering hands-on demonstrations of the new hardware to eager customers.

The iPhone Duo launch coincides with Apple's strategic focus on diversifying its hardware lineup. The limited initial stock reflects a common retail strategy for high-demand technology products, ensuring that initial enthusiasm does not outpace immediate supply chain distribution.