Apple's First Foldable Arrives as Crowds Gather, Though Stock Sells Out

Apple's first foldable smartphone went on sale worldwide today, marking a significant hardware milestone for the company as queues formed outside its retail locations around the globe. The debut of the iPhone Duo is intended to introduce customers to the new form factor through hands-on demonstrations and guided purchasing assistance.

Apple released images from launch events in multiple locations this morning, showing stores filled with people. The company reiterated its earlier statement that walk-in stock for the device would be limited, a caution that proved accurate as shoppers at many locations were turned away after inventory was exhausted. Staff at these stores directed disappointed customers to check the Apple Store app for in-store inventory details, scheduled to be updated at 10 a.m. ET the following day.

Apple's leadership marked the occasion at separate flagship locations. Greg Joswiak, the senior vice president of worldwide marketing, joined Vanessa Trigub, an Apple retail executive, at the Fifth Avenue store in New York. In Austin, Texas, Apple CEO John Ternus appeared at the Domain NORTHSIDE store with retail chief Deirdre O'Brien. His visit to the city coincides with the Formula 1 United States Grand Prix taking place there this weekend, an event for which Apple is the exclusive streaming provider in the United States.

The device's arrival caps a period of anticipation for the company's first entry into the foldable market. While initial demand appears strong, the limited number of units available in stores today presents a hurdle for those wishing to purchase one without a prior reservation.

The situation underscores the challenge of meeting demand for a new product category on launch day. As a result, the immediate path to purchase for many interested customers will be through online ordering rather than a spontaneous visit to a store.

The company's next step in managing this rollout will be to replenish retail stock. The update scheduled for tomorrow morning will provide the first indication of when more units will be available for in-store purchase.