Apple's foldable iPhone Duo walk-in stock vanishes on day one

Shoppers faced a choice on Friday morning: wait in line for a chance at the new iPhone Duo or leave the store entirely. Apple’s first foldable phone went on sale at retail locations globally on October 23. The company had warned that in-store inventory would be limited. That warning proved accurate as walk-in stock disappeared quickly.

Lines formed outside stores overnight as people sought to buy the device without a prior reservation. Apple stated in a morning press release that employees offered hands-on demonstrations and tailored help to customers filling the outlets. Photos from the launch showed crowds in various cities. Apple also confirmed that senior leaders attended the event at specific flagship locations.

Greg Joswiak, senior vice president of worldwide marketing, stood alongside retail executive Vanessa Trigub at the Fifth Avenue store in New York. In Austin, Texas, CEO John Ternus visited the Domain NORTHSIDE store with retail chief Deirdre O'Brien. Ternus had toured Apple’s Austin offices earlier in the week. The city is also preparing for the Formula 1 United States Grand Prix this weekend, an event Apple streams exclusively in the US.

Store employees told disappointed shoppers that physical inventory was gone by mid-morning. Those who missed the walk-in sale were advised to check the Apple Store app at 10 a.m. ET on Saturday. The app would provide details on which stores had remaining stock available for pickup.

The launch marks the first time Apple has sold a foldable phone in its physical retail network. The device is the result of years of internal development and testing. Customers who purchased online previously could also pick up their orders during the launch window.