Apple sells 23,000 foldables on day one as store shelves run dry

Apple sold 23,000 units of the iPhone Duo on the first day of retail availability. The company’s first foldable smartphone went on sale at Apple Stores in various countries on Friday, October 23. Early morning lines formed outside locations as shoppers attempted to purchase the device without a prior reservation.

Apple had warned customers that physical inventory would be limited. That forecast proved accurate as store staff informed disappointed buyers that shelves were empty. Employees directed these customers to the Apple Store application on Saturday at 10 a.m. Eastern Time to review local stock availability. This shift to a digital queue system aimed to manage the high demand for the new hardware.

Company leadership visited flagship locations to oversee the launch. John Ternus, the chief executive officer, spent time at the Domain NORTHSIDE store in Austin, Texas. He was accompanied by Deirdre O'Brien, the head of retail. In New York City, Greg Joswiak, senior vice president of worldwide marketing, joined Vanessa Trigub at the Fifth Avenue flagship store. Executives engaged with customers and reviewed the store operations during the morning rush.

Media reports indicate that Ternus visited Apple’s Austin offices earlier in the week. The city is currently hosting the Formula 1 United States Grand Prix this weekend. Apple serves as the exclusive streaming partner for the race in the United States, placing the product launch in a high-visibility setting for the brand.

Apple released a press release on Friday morning featuring images from launch events in multiple cities. The company stated that employees provided hands-on demonstrations and personalized assistance to shoppers. The iPhone Duo represents a new form factor for the company’s primary consumer product line. The initial sales figures confirm strong consumer interest in the foldable design.