Apple sells 23,000 iPhone Duo units as walk-in stock depletes

Apple sold 23,000 units of the iPhone Duo on Friday, October 23, the first day the company’s inaugural foldable smartphone went on sale at retail locations worldwide. The rapid depletion of physical inventory forced store employees to shift their strategy during the launch window.

Customers formed long queues outside Apple Stores in various countries overnight, hoping to secure a device as a walk-in purchase. Apple had warned in advance that in-store stock would be limited. That caution proved accurate as shelves emptied quickly in many markets.

By Saturday, staff at several locations told shoppers who could not find a phone on the floor to check the Apple Store app at 10 a.m. Eastern Time. The company provided this specific window for customers to see which models remained available in nearby stores.

Company leadership monitored the launch from key global hubs. Greg Joswiak, Apple’s senior vice president of worldwide marketing, attended the event at the Fifth Avenue flagship in New York alongside retail executive Vanessa Trigub. The pair engaged with customers and oversaw the on-site activity.

CEO John Ternus observed the debut from the Domain NORTHSIDE store in Austin, Texas. He was accompanied by Deirdre O'Brien, the company's retail chief. Ternus had visited Apple's Austin offices earlier in the week. The city is also hosting the Formula 1 United States Grand Prix this weekend, an event Apple streams exclusively in the US.

Apple published photos from the launch in a press release issued Friday morning. These images showed customers interacting with staff and examining the new hardware. The company emphasized the hands-on nature of the experience, noting that employees provided tailored shopping assistance to visitors.