Apple Executives Fan Out for iPhone Duo Debut

Apple’s first foldable iPhone went on sale globally today, bringing crowds to its retail stores.

The company confirmed that the iPhone Duo became available at all of its locations worldwide on Friday, October 23. Apple said that its retail teams provided hands-on demonstrations of the new device and offered personalized shopping support to the customers who gathered. A request from Apple for comment on the specific details of the launch event was not immediately returned.

Lines began forming overnight at Apple Stores, with some shoppers hoping to purchase the device without a prior order. However, Apple had already signaled that stock for walk-in customers would be constrained. The company previously stated that it would have “limited” inventory available at its retail locations for the launch.

That warning appears to have been accurate. Reports from shoppers and staff indicate that walk-in stock was quickly exhausted. Workers at some stores have been directing disappointed customers to the Apple Store app to check for local inventory, with one such update scheduled for 10 a.m. ET tomorrow.

The company's leadership was on hand for the global rollout. Greg Joswiak, the senior vice president of worldwide marketing, was present at the Fifth Avenue store in New York City. He was joined by Vanessa Trigub, an executive within Apple’s retail division.

In another part of the country, Apple CEO John Ternus appeared at the Domain NORTHSIDE store in Austin, Texas. He was accompanied by Deirdre O’Brien, Apple’s retail chief. Ternus had been in Austin earlier this week, where he toured the company's offices in the city.

The launch in Austin coincides with a major sporting event. The Formula 1 United States Grand Prix is also taking place in the city this weekend. Apple is the exclusive provider of F1 streaming in the United States.

The company has not disclosed sales figures for the first day. The availability of the device for walk-in customers remains a central point of interest, as the initial stock provided to stores was limited.

The iPhone Duo launch marks the company’s entry into the foldable phone market. The product’s reception and sales performance are being closely watched by industry analysts.