Apple Launches iPhone Duo as Crowds Gather and Walk-In Stock Runs Short

Customers hoping to buy an iPhone Duo in person today may find the effort stymied. Apple warned that inventory at its retail stores would be "limited," and queues that formed overnight appear to have emptied that stock quickly. Shoppers turned away are being directed to check the Apple Store app tomorrow at 10 a.m. ET for details on in-store availability.

The rollout took place on Friday, October 23, at Apple Store locations worldwide. The company said customers filled its stores as team members provided demonstrations of the handset and offered personalized shopping support. Apple published a press release with photographs from the launch, and readers also submitted images of their local stores.

Executives marked the day at separate locations. Greg Joswiak, Apple's senior vice president of worldwide marketing, joined retail executive Vanessa Trigub at the Fifth Avenue store in New York. In Austin, Texas, Apple CEO John Ternus appeared at the Domain NORTHSIDE location alongside retail chief Deirdre O'Brien. Ternus had toured Apple's Austin offices during the week, according to a report by Mark Gurman. The city is also hosting the Formula 1 United States Grand Prix this weekend, and Apple is the exclusive F1 streamer in the US.

Lines had formed at Apple Stores overnight as people waited to purchase an iPhone Duo with walk-in availability. That demand, combined with the company's earlier caution about limited retail stock, resulted in shoppers being told to return to the app the following morning.

Apple has not provided further detail on when additional inventory might reach its stores. The company did not respond to a request for comment on the queues or on how many units were allocated to retail locations.

The launch comes as Apple's retail operation continues to serve as a primary channel for new device sales. The company's stores worldwide are the points of sale for the iPhone Duo, which it describes as its first foldable iPhone.