Apple's foldable iPhone Duo sells 23,000 units on launch day

Apple's first foldable smartphone, the iPhone Duo, hit shelves at retail locations worldwide on Friday, October 23. The device sold 23,000 units on its first day, a figure that reflects strong initial demand. However, the surge in interest exposed a gap between consumer desire and physical store availability. Walk-in inventory was described as limited, and shelves emptied faster than Apple had anticipated.

Crowds gathered outside stores in multiple countries during the overnight hours. Customers waited in lines hoping to secure a device without prior reservation. Apple had warned in a press release that retail stock would be scarce. That caution proved accurate as employees struggled to meet the volume of walk-in shoppers. Many left the store empty-handed after staff informed them that the physical inventory had been depleted.

To manage the backlog, Apple directed disappointed shoppers to its mobile application. Employees at various locations advised customers to check the app at 10 a.m. ET on Saturday. This channel would show details on available stock in specific stores. The shift to a digital-first sales model for immediate availability marked a departure from traditional launch strategies where physical walk-ins typically dominate initial sales.

Senior executives visited key launch sites to oversee the rollout. CEO John Ternus was present at the Domain NORTHSIDE store in Austin, Texas. He joined retail chief Deirdre O'Brien for the event. In New York, senior vice president Greg Joswiak visited the flagship Fifth Avenue store alongside retail executive Vanessa Trigub. These visits underscored the company's focus on the physical retail experience despite the inventory constraints.

The launch coincided with other major events in Austin. The city is hosting the Formula 1 United States Grand Prix this weekend. Apple serves as the exclusive streamer for Formula 1 in the United States. This dual presence in the city added a layer of visibility for the company during the product debut. Executives and fans alike contributed to the high traffic at local venues.

The immediate next step for customers is the Saturday 10 a.m. ET update in the Apple Store app. This release will provide specific data on which stores have remaining units. The company has not announced a timeline for additional physical inventory replenishment beyond this digital check-in.