Apple CEO Joins Crowds as iPhone Duo Launch Marks First Foldable Debut

Thousands of customers formed lines at Apple Stores around the world overnight, eager to secure one of the first units of the iPhone Duo. The device made its official debut on Friday, October 23, marking a significant milestone for the company as it introduces its first foldable smartphone to the market.

Apple confirmed the launch in a press release issued this morning, sharing images from various locations to highlight the global rollout. The company stated that stores were filled with customers who were invited to experience the new hardware. Team members provided hands-on demonstrations and personalized shopping support to help users navigate the new device features.

The launch event received high-level attention from Apple’s top brass. Greg Joswiak, the company’s senior vice president of worldwide marketing, was present at the flagship Fifth Avenue store in New York. He was joined by Vanessa Trigub, a senior executive in Apple’s retail division, to celebrate the opening day.

Meanwhile, Apple CEO John Ternus chose Austin, Texas, to mark the occasion. He attended the event at the Apple Domain NORTHSIDE location, accompanied by Deirdre O’Brien, the company’s retail chief. Ternus had reportedly toured Apple’s offices in Austin earlier in the week, making his presence at the local store a notable addition to the day's events.

The timing of the Austin visit coincides with the Formula 1 United States Grand Prix taking place in the same city this weekend. Apple serves as the exclusive F1 streamer in the United States, adding another layer of brand visibility to the region during this busy period for the tech giant.

Despite the enthusiasm, inventory levels have become a primary point of contention for shoppers. Apple had previously warned that stock at retail locations would be limited. That prediction appears to have materialized quickly, as store workers reported selling out of walk-in availability earlier than expected.

Customers who arrived to find their desired units already purchased were directed to check the Apple Store app for updated information. Staff advised disappointed shoppers to look for in-store inventory details at 10:00 a.m. Eastern Time on Saturday, offering a potential window to secure a device without pre-ordering.

The launch represents a major shift for Apple’s product lineup. By entering the foldable category, the company joins a growing group of competitors offering devices with flexible displays. The immediate response from customers suggests strong demand, though the limited supply may force many buyers to wait for subsequent restocks.

As the day progresses, the focus remains on how Apple manages the balance between high demand and available stock. The company’s retail teams are working to manage the flow of customers while ensuring those who purchased online can pick up their orders without excessive delays.

The iPhone Duo launch is now underway in stores globally. While the initial excitement has peaked, the coming days will reveal whether inventory issues persist or if restocks can keep pace with consumer interest. For now, the first day of the foldable era is marked by long lines and limited availability.