Crowds pack Apple Stores as the first foldable iPhone hits shelves

Apple Stores around the world woke up to a frenzy this morning as customers rushed to buy the company’s first foldable smartphone.

The iPhone Duo officially launched on Friday, October 23, marking a significant moment for Apple as it enters the foldable market. The company shared images via a press release showing packed retail locations, while readers in California and other states posted their own photos of the busy scenes. It is clear that anticipation for this new hardware has been high, with stores buzzing with activity from the moment they opened.

One of the main highlights of the launch day was the presence of Apple’s top leadership. Greg Joswiak, the senior vice president of worldwide marketing, was spotted at the flagship Fifth Avenue store in New York. He was joined there by Vanessa Trigub, a key figure in Apple’s retail division. Their appearance signaled just how important Apple views this release to its overall strategy.

Meanwhile, CEO John Ternus chose to celebrate the debut in Austin, Texas, at the Domain NORTHSIDE location. He was accompanied by Deirdre O’Brien, the chief of retail. This visit coincides with Ternus’s recent tour of Apple’s offices in Austin earlier in the week. The timing is particularly notable because the Formula 1 United States Grand Prix is taking place in the city this weekend, and Apple serves as the exclusive streamer for F1 in the United States.

For many shoppers, the day began long before the doors opened. Lines formed overnight at Apple Stores worldwide as people tried to secure a spot to buy the iPhone Duo with walk-in availability. The crowd density was high, reflecting the intense demand for a product that Apple has not offered in this form before. However, the excitement was tempered by a significant warning from the company regarding stock levels.

Apple had cautioned customers that inventory at retail stores would be limited, and that prediction proved accurate for many. As the day progressed, store staff began telling disappointed shoppers that they would need to check the Apple Store app the following day. Specifically, customers were advised to look at 10 a.m. ET on Saturday for details on in-store inventory. This guidance suggests that while some units sold out immediately, others might become available for pickup later in the week.

The situation highlights the typical challenge of launching a high-demand new product. While Apple has the infrastructure to handle large volumes of sales, the physical constraint of limited initial stock creates a competitive environment for walk-in buyers. Those who did not manage to purchase a device on the first day are now left waiting for the digital update to see if their local store has secured enough units for the coming days.

This launch represents a new chapter for Apple’s hardware lineup. The introduction of a foldable iPhone is a major step that changes how consumers might interact with their phones. The global response, characterized by overnight lines and celebrity-level attention from the company’s executives, underscores the magnitude of the event. As the dust settles from the first day, the focus shifts to how the device performs in the hands of its new owners and how quickly Apple can restock its stores to meet the remaining demand.