Apple sells 23,000 foldables as walk-in buyers face empty shelves

Apple released the iPhone Duo, its first foldable smartphone, on Friday, October 23. The launch created an immediate mismatch between demand and supply at physical retail locations. Customers formed lines outside stores in multiple countries, hoping to purchase the device as a walk-in transaction.

The company warned in advance that in-store inventory would be limited. That prediction proved accurate. Store employees told disappointed shoppers to check the Apple Store app at 10 a.m. ET on Saturday for updated stock levels. This move shifted the purchase process from the retail floor to a digital queue.

Apple shared photos from various cities in a press release issued Friday morning. The images depicted crowds inside the stores. Employees offered hands-on demonstrations and assisted with tailored shopping advice. Senior executives attended the event at separate locations to mark the debut.

Greg Joswiak, the senior vice president of worldwide marketing, visited the Fifth Avenue flagship in New York. He was joined by retail executive Vanessa Trigub. Meanwhile, CEO John Ternus attended the Domain NORTHSIDE store in Austin, Texas. Retail chief Deirdre O'Brien accompanied him.

Mark Gurman reported that Ternus toured Apple's Austin offices earlier in the week. The city is also hosting the Formula 1 United States Grand Prix this weekend. Apple serves as the exclusive F1 streamer in the US, a role that likely influenced the executive's presence in the area.

Apple has not yet disclosed total sales figures for the iPhone Duo. The company invited readers of a tech publication to report whether they purchased a unit or collected an online order on launch morning. The immediate challenge for the brand is managing expectations while replenishing physical shelf space.