Apple CEO watches 23,000-unit sellout as iPhone Duo walk-in shelves empty

Apple sold 23,000 units of the iPhone Duo during its first day of physical retail sales. The company’s first foldable smartphone launched at stores globally on Friday, October 23, with the bulk of that volume coming from walk-in customers before shelves ran dry.

The scarcity of in-store stock forced a rapid shift in how Apple handled demand. Employees at locations worldwide directed shoppers who arrived without a pre-ordered device to the Apple Store app. They were told to check for available inventory at 10 a.m. ET on Saturday, effectively making the digital platform the primary channel for those who missed the morning rush.

Senior leadership monitored the transition closely at key launch sites. CEO John Ternus and retail chief Deirdre O'Brien were present at the Domain NORTHSIDE store in Austin, Texas. In New York, senior vice president Greg Joswiak and retail executive Vanessa Trigub attended the flagship Fifth Avenue location. Apple’s official release described a scene where staff provided hands-on demonstrations to crowds filling the stores.

The limited physical availability aligns with Apple’s prior caution that it would hold restricted inventory in retail outlets. This strategy contrasts with the company’s usual practice of stocking ample units for new product launches. The decision appears designed to manage supply chain constraints while building demand for the new form factor.

The launch coincided with the Formula 1 United States Grand Prix in Austin. Apple is the exclusive F1 streamer in the US, adding a layer of local visibility to the event. Mark Gurman reported that Ternus toured Apple’s Austin offices earlier that week, positioning the CEO in the city just before the weekend race.

Customers who failed to secure a device on launch morning now rely on the app for access. The 23,000-unit figure represents the total walk-in sales recorded before the physical stock was depleted across global stores.