Foldable iPhone Duo sells 23,000 units

The iPhone Duo, Apple's first foldable smartphone, began retail sales on Friday, October 23, at locations globally. The launch marked a new category for the company and drew immediate consumer attention to physical retail spaces.

Apple moved 23,000 units of the new device during the initial sales period. This volume represents the total inventory allocated for walk-in purchases across its global store network before shelves ran dry.

The company warned customers in advance that physical inventory would be limited. That caution proved accurate as store employees informed shoppers that in-store stock had depleted. Staff directed buyers to the Apple Store app for updates on available units starting at 10 a.m. ET on Saturday.

Executives visited key retail sites to oversee the release. Greg Joswiak, senior vice president of worldwide marketing, and retail executive Vanessa Trigub were present at the Fifth Avenue flagship in New York. CEO John Ternus and retail chief Deirdre O'Brien attended the Domain NORTHSIDE store in Austin, Texas.

Austin serves as a dual location for this launch due to the concurrent Formula 1 United States Grand Prix. Apple holds exclusive streaming rights for the F1 series in the US, a factor that may have influenced executive presence and local marketing focus.

The immediate sell-out of walk-in stock creates a short-term supply constraint for physical retail channels. Apple has not announced plans to restock shelves immediately, leaving weekend shoppers dependent on online inventory or future allocations.