Crowds gather for new foldable phone as stock runs low
Shoppers formed lines at Apple locations globally on Friday, but limited inventory meant many were told to check the app for availability.
By Anthony Shevchenko ·
Hundreds of customers gathered outside Apple locations around the world this Friday, October 23, hoping to secure a spot in line for the debut of the iPhone Duo. The device marks the first time the company has sold a foldable smartphone, and the anticipation led to early morning queues at stores in major cities. Despite the high turnout, availability for walk-in buyers was sparse, forcing many interested shoppers to wait for further updates on stock levels.
Apple confirmed the launch through a press release shared on the morning of the release date. The company stated that team members at global locations welcomed customers to experience the new hardware. Staff offered hands-on demonstrations and provided personalized shopping support to those who made it into the stores. The event was described as a worldwide celebration of the new product line.
Company leadership was present at key locations to mark the occasion. Greg Joswiak, the senior vice president of worldwide marketing, attended the launch at the flagship Fifth Avenue store in New York. He was joined by retail executive Vanessa Trigub. Meanwhile, CEO John Ternus was in Austin, Texas, at the Domain NORTHSIDE location. He was accompanied by retail chief Deirdre O’Brien. Reports indicate that Ternus had toured Apple’s offices in Austin earlier in the week.
The timing of the launch in Austin coincides with the Formula 1 United States Grand Prix taking place this weekend. Apple serves as the exclusive streaming partner for F1 in the United States, adding another layer of visibility for the company during the event. The presence of the CEO in the city highlights the strategic importance of the location for both retail and marketing initiatives.
However, the smooth flow of the event was interrupted by inventory constraints. Apple had warned in advance that retail stock would be limited, and that prediction proved accurate for many stores. Workers at various locations informed disappointed customers that walk-in availability was low. Instead of purchasing immediately, shoppers were directed to check the Apple Store app the following day at 10 a.m. Eastern Time for updated in-store inventory details.
The situation leaves many questions about the initial supply chain for the new device. It remains unclear how many units are actually available for immediate purchase versus those reserved for online orders. The recommendation to wait until the next morning for app updates suggests that inventory levels are being managed dynamically across the global retail network.
For those who managed to enter the stores, the experience focused heavily on the interactive aspects of the new foldable design. The primary goal for staff was to allow customers to handle the device and understand its unique features. As the first day of sales concludes, attention now shifts to whether the limited stock issue will persist or if further inventory will be released to meet the ongoing demand.
