Apple Executives Mark Foldable iPhone Sales; Retail Stock Runs Thin
Lines formed at Apple retail locations as the company's first foldable phone went on sale, but store inventory quickly depleted.
By Eduardo Salazar ·
The company's first foldable smartphone went on sale globally Friday, drawing crowds to its retail locations while prompting executives to mark the occasion at key stores. Apple launched the iPhone Duo at its retail locations worldwide on Friday, October 23, 2026. The company reported that customers filled its stores, where staff provided hands-on demonstrations of the device and shopping assistance.
Apple's retail locations were the focal point for the device's debut. Greg Joswiak, Apple’s senior vice president of worldwide marketing, joined Apple’s retail executive Vanessa Trigub at the flagship Fifth Avenue store in New York to observe the launch. On the West Coast, Apple CEO John Ternus marked the release at the Domain NORTHSIDE location in Austin, Texas, alongside retail chief Deirdre O’Brien.
The launch is a significant moment for Apple as it enters a new product category. The iPhone Duo is the company's first foldable device, a form factor that has been anticipated by the market. Apple's promotional materials and on-site demonstrations were centered on showcasing the new hardware capabilities and design.
However, acquiring the device in person has proven difficult. Lines formed at Apple Stores worldwide overnight as customers sought to purchase an iPhone Duo with walk-in availability. Apple had previously cautioned that inventory for in-store, walk-in sales would be “limited,” and store workers reported that stock was depleted for those not holding pre-orders.
Shoppers who were unable to purchase a device on Friday were directed to check for future availability. Apple Store employees are advising customers who missed out to consult the Apple Store app the following day for details on in-store inventory. This suggests that while initial walk-in stock may be gone, future replenishments may be possible.
The company's leadership is engaged in the rollout across the country. Apple CEO John Ternus, who was in Austin for the launch, had toured Apple’s offices in that city during the week. The timing coincides with other events in the city, as the Formula 1 United States Grand Prix is scheduled for this weekend, and Apple is the exclusive streaming provider for the event in the U.S.
Apple has released promotional materials related to the launch, including images from Apple Stores around the world. The company’s marketing efforts are focused on the hands-on experience for the new hardware, with staff providing personalized shopping support to customers at its retail locations.
The release of the iPhone Duo represents the company's entry into the foldable market. The device is now available for purchase at Apple’s retail locations worldwide, subject to inventory constraints. Customers seeking to purchase the device in person should verify store stock availability before visiting a location.
Source: 9to5Mac
