23,000 buyers lined up for Apple's new foldable

Apple sold 23,000 units of its first foldable smartphone, the iPhone Duo, during the first day of global sales on Friday, October 23. The device hit shelves at retail locations in numerous countries, triggering immediate queues outside storefronts.

Apple issued a press release in the morning containing photos from launch events in multiple cities. The company stated that employees provided hands-on demonstrations and personalized shopping assistance to the crowds. Greg Joswiak, Apple’s senior vice president of worldwide marketing, and retail executive Vanessa Trigub attended the flagship store on Fifth Avenue in New York.

CEO John Ternus was present at the Domain NORTHSIDE store in Austin, Texas, alongside retail chief Deirdre O'Brien. Ternus had visited Apple’s Austin offices earlier in the week. Austin is currently hosting the Formula 1 United States Grand Prix, a race that Apple streams exclusively in the United States.

Apple warned beforehand that retail inventory would be limited. That prediction held true as overnight lines formed for walk-in purchases. Store employees reportedly told shoppers who could not find stock to check the Apple Store app at 10 a.m. ET on Saturday for availability details.

The launch marked the first time Apple offered a folding screen design for its flagship line. Customers across various regions gathered to secure the hardware either through in-store purchases or by collecting pre-ordered units.

Apple invited public feedback regarding the launch experience. The company asked customers to report whether they visited a store on launch morning to buy the device or pick up an online order, and whether they successfully obtained one.