Apple's foldable iPhone Duo depletes store shelves in hours

Apple sold 23,000 iPhone Duo units on Friday, October 23, leaving walk-in shelves at its retail stores empty by midday. The company’s first foldable smartphone launched simultaneously in stores worldwide, drawing long lines overnight as shoppers rushed to secure a physical device.

The rapid sellout confirmed Apple’s earlier warning that in-store inventory would be limited. Store employees told disappointed customers to check the Apple Store app at 10 a.m. ET on Saturday for updated stock availability. This shift forces buyers to rely on digital channels rather than physical visits for immediate purchases.

Apple leadership monitored the debut from key locations. Senior Vice President of Worldwide Marketing Greg Joswiak joined retail executive Vanessa Trigub at the Fifth Avenue store in New York. They offered hands-on demonstrations and personalized shopping assistance to the crowds filling the flagship location.

CEO John Ternus observed the launch from the Domain NORTHSIDE store in Austin, Texas, alongside retail chief Deirdre O'Brien. Ternus had toured Apple's Austin offices earlier in the week. The city also hosts the Formula 1 United States Grand Prix this weekend, an event Apple streams exclusively in the US.

Apple released photos from launch events in various cities on Friday morning. These images showed packed floors and staff guiding customers through the new foldable design. The physical presence of executives signaled the company's high stakes for the product's initial market reception.

The depletion of walk-in stock marks a distinct shift from previous iPhone launches where physical units remained available for days. By restricting in-person purchases and pushing traffic to the app, Apple manages demand while controlling the retail experience for the new hardware.