Crowds pack Apple Stores as foldable iPhone Duo debuts

The wait is over as the first foldable iPhone hits shelves across the globe today.

Friday, October 23, marked the official debut of the iPhone Duo at Apple Store locations worldwide. Customers flooded into stores to get their hands on the new hardware, with team members busy offering demos and personalized shopping support. The launch was a global event, with Apple sharing images from various locations to highlight the excitement surrounding the new device.

The timeline of the rollout has been quick. Apple confirmed in a press release this morning that the device is now available. Greg Joswiak, Apple’s senior vice president of worldwide marketing, was seen celebrating the launch at the flagship Fifth Avenue store in New York. He was joined there by retail executive Vanessa Trigub. Meanwhile, Apple CEO John Ternus marked the occasion in Austin, Texas, at the Domain NORTHSIDE location alongside retail chief Deirdre O’Brien. According to Mark Gurman, Ternus toured Apple’s offices in Austin earlier this week. The timing in Austin also coincides with the Formula 1 United States Grand Prix taking place this weekend, a race for which Apple serves as the exclusive US streamer.

For many shoppers, the quest for the new phone began long before the doors opened. Lines formed at Apple Stores overnight as customers hoped to secure a unit through walk-in availability. Apple had warned that inventory at retail stores would be limited, and early reports suggest that caution was warranted. Store workers are currently managing the flow of disappointed shoppers who arrived to find their desired model out of stock.

Those who missed out on a walk-in purchase have a specific next step. Apple Store employees are advising customers to check the Apple Store app tomorrow at 10:00 a.m. ET. This update will provide details on in-store inventory, offering a second chance to secure the device. The company is also sharing pictures from the launch around the world, including submissions from readers who captured scenes at their local stores.

The launch represents a significant moment for the brand, as it introduces its first foldable smartphone to the market. The high anticipation led to a surge in foot traffic, turning the stores into hubs of activity. While some customers succeeded in their purchases, others are now looking to the digital platform for restock updates.

As the day progresses, the focus shifts to how the limited inventory will be managed in the coming hours. The initial rush has tested the supply chain and store logistics, with early adopters getting the first taste of the new technology. The combination of high-profile executive presence and global customer turnout underscores the scale of this release.

For now, the story is one of high demand meeting constrained supply. Shoppers who were unable to buy a unit today are told to keep an eye on the app for tomorrow’s inventory drop. The launch day has set the stage for what may be a busy period for Apple’s retail team as they manage the transition to the new foldable era.