Apple's foldable debut triggers global scramble as in-store units vanish

Apple's first foldable smartphone, the iPhone Duo, hit store shelves on Friday, October 23. The device is now available for purchase at retail locations globally.

Customers formed lines outside Apple Stores in many countries overnight. Many hoped to buy the new phone as a walk-in purchase. Apple had warned beforehand that physical store inventory would be limited.

That warning appears to have been accurate. Store employees reportedly told some shoppers that stock was scarce. They directed disappointed buyers to check the Apple Store app on Saturday at 10 a.m. ET. This step was necessary to see which specific models were available in their local store.

Company leaders marked the launch at separate venues. Greg Joswiak, senior vice president of worldwide marketing, visited the flagship store on Fifth Avenue in New York. He joined retail executive Vanessa Trigub there. John Ternus, Apple's CEO, was in Austin, Texas. He visited the Domain NORTHSIDE store with retail chief Deirdre O'Brien. Ternus also toured Apple's Austin offices earlier in the week.

Austin hosts the Formula 1 United States Grand Prix this weekend. Apple serves as the exclusive F1 streamer in the United States. In a press release issued Friday morning, Apple shared photos from launch events in various cities. The company stated that employees offered hands-on demonstrations and tailored shopping help to the crowds.

9to5Mac asked its readers to report on their launch morning experiences. The outlet inquired whether customers purchased the device or picked up online orders. It also asked if shoppers were able to secure the phone despite the reported inventory limits.