Apple's first foldable hits shelves with long lines and tight supply
Crowds gathered at retail locations in New York and Austin, but staff warned that walk-in inventory was running low.
By Adewale Fletcher ·
Apple's first foldable smartphone, the iPhone Duo, went on sale in stores around the world on Friday, October 23. The launch drew large crowds to retail locations in multiple countries, marking the debut of the company's new device category.
Company leaders marked the occasion at key retail sites. Greg Joswiak, senior vice president of worldwide marketing, joined retail executive Vanessa Trigub at the flagship store on Fifth Avenue in New York. Apple CEO John Ternus attended the event at the Domain NORTHSIDE store in Austin, Texas, alongside retail chief Deirdre O'Brien. Ternus had visited Apple's Austin offices earlier in the week, and the city is also hosting the Formula 1 United States Grand Prix this weekend.
Long queues formed outside stores overnight as shoppers sought to purchase the device in person. Apple had previously cautioned that in-store inventory would be limited, a warning that proved accurate. Store employees reportedly advised disappointed customers to check the Apple Store app on Saturday at 10 a.m. ET for updated stock details.
In a press release issued Friday morning, Apple shared photos from launch events in various cities. The company stated that employees offered hands-on demonstrations and tailored shopping help to customers filling the stores. Readers also shared images from their local locations, showing the extent of the overnight and early morning lines.
The iPhone Duo is now available for purchase both in person and online. Shoppers who could not secure a unit in-store were directed to the digital platform for further options.
