Global queues form as Apple unveils first foldable iPhone

Overnight, long lines formed outside Apple retail locations around the world as eager customers sought to secure a spot in the queue for the company's latest hardware release. The wait was driven by the debut of the iPhone Duo, a device that marks a significant shift in the company's product lineup. By the time stores opened their doors on Friday morning, the anticipation had reached a fever pitch, with shoppers having spent the previous night standing in line to be among the first to purchase the new model.

Apple issued a statement this morning to detail the global rollout, confirming that the iPhone Duo made its official debut on October 23, 2026. The company described the scene as customers filled its flagship and regional stores, where staff members guided them through the features of the new device. The press release highlighted that team members offered hands-on demonstrations and personalized shopping support to help buyers understand the capabilities of what Apple is touting as its first foldable iPhone.

The launch event was not just a retail operation but a high-profile corporate showcase involving Apple's senior leadership. Greg Joswiak, the senior vice president of worldwide marketing, was present at the Fifth Avenue store in New York to celebrate the milestone. He was joined by Vanessa Trigub, an executive in Apple's retail division, as they observed the crowds and interacted with the media and customers in the bustling New York location.

Simultaneously, Apple CEO John Ternus was on the ground in Austin, Texas, at the Domain NORTHSIDE store. He was accompanied by Deirdre O’Brien, the company's retail chief. According to reports from Mark Gurman, Ternus had been touring Apple’s offices in Austin earlier in the week. His presence in the city coincides with the Formula 1 United States Grand Prix taking place this weekend, a timing that adds extra visibility to the launch. Apple is currently the exclusive streamer for Formula 1 content in the United States, further linking the brand to high-profile sporting events in the region.

Despite the excitement, the availability of the new phone at physical stores proved to be a challenge. Apple had warned in advance that inventory for walk-in purchases would be limited, and that prediction appears to have held true on launch day. Many shoppers who braved the overnight queues found that their local stores had few units in stock. This scarcity created a sense of urgency among buyers who did not have a pre-arranged online pickup slot.

To manage the demand and assist those who were unsuccessful in their initial attempts, Apple Store employees provided specific guidance. Staff members advised disappointed customers to check the Apple Store application the following day. The recommendation was to look at the app at 10 a.m. Eastern Time, when updated in-store inventory details would be posted. This step is designed to help shoppers identify which nearby locations still have stock available for immediate purchase.

The introduction of the iPhone Duo represents a notable expansion of Apple's mobile ecosystem. By entering the foldable category, the company is addressing a segment of the market that has historically been dominated by other manufacturers. The device is intended to offer a larger screen experience in a form factor that can be folded for portability. The global launch strategy emphasizes direct consumer engagement, with a focus on in-store experiences and executive visibility to drive initial sales momentum.

The reaction from consumers has been mixed between excitement and frustration. While many are eager to try the new technology, the limited initial supply has led to some dissatisfaction among those who missed out on a purchase. The company's approach of using its digital app to communicate real-time stock levels is a tactical move to streamline the buying process and reduce the number of empty-handed visitors in the days following the launch.

As the initial rush subsides, attention now turns to the next phase of the distribution. Apple will likely monitor sales data closely to adjust inventory levels at retail locations. The coming days will reveal whether the supply chain can keep pace with demand. For now, the focus remains on the successful debut of the device and the continued engagement of customers who are exploring the capabilities of the company's new foldable smartphone.