iPhone Duo: Retail lines surge as Apple launches its first foldable

Apple on Friday brought its first foldable device, the iPhone Duo, to Apple Store locations worldwide, marking a major retail rollout. In a press release issued earlier today, the company shared images from launch events across the globe, and crowds gathered at stores to participate in the release.

First, queues began forming at Apple Stores overnight as shoppers lined up hoping to secure a walk-in purchase. Apple had previously warned that inventory at its physical retail locations would be limited, a prediction that has held true. Store employees are now directing disappointed customers to check the Apple Store app on Saturday for details regarding in-store inventory, which is scheduled to appear at 10 a.m. ET.

Second, Apple's leadership team split its attention across key markets to mark the occasion. Greg Joswiak, Apple's senior vice president of worldwide marketing, is celebrating at the flagship Fifth Avenue store in New York alongside retail executive Vanessa Trigub. Simultaneously, Apple CEO John Ternus is marking the launch in Austin, Texas, at the Domain NORTHSIDE location with retail chief Deirdre O'Brien.

Third, the Austin event coincides with a busy weekend for the city. Ternus toured Apple's Austin offices earlier this week. The Formula 1 United States Grand Prix is also taking place in Austin this weekend, and Apple is the exclusive F1 streamer in the US.

Apple stores globally invited customers to experience the new device, offering hands-on demos and personalized shopping support as part of the debut. The company's press release from this morning highlighted scenes of customers filling stores to engage with the hardware.

As the launch day concludes, shoppers who missed out on a walk-in purchase are being directed to digital channels for future availability. The company's guidance regarding limited in-store stock reflects the high demand for the new foldable model.

The release of the iPhone Duo represents a significant moment for Apple as it enters the foldable market. With the initial retail surge underway, attention will likely shift to online order fulfillment and subsequent inventory drops.