Apple CEO John Ternus oversees iPhone Duo debut as overnight queues stretch across global retail

Overnight lines formed at Apple Store locations around the world, creating a massive surge of interest as the company rolled out its newest hardware. The primary driver of this excitement is the official debut of the iPhone Duo, which marks the arrival of the first foldable iPhone in the company’s history. Customers gathered in the early hours of Friday, October 23, hoping to secure one of the limited units available for walk-in purchase.

Apple confirmed the launch in a press release issued this morning, detailing how customers filled stores globally to experience the new device. Team members were on hand to provide hands-on demonstrations and personalized shopping support to the crowds. The company explicitly warned shoppers that inventory at retail locations would be limited, a constraint that appears to have materialized quickly as demand outpaced initial stock.

High-level executives were present at key sites to mark the occasion. Apple CEO John Ternus celebrated the release at the Domain NORTHSIDE location in Austin, Texas, alongside retail chief Deirdre O’Brien. Reports indicate that Ternus toured Apple’s Austin offices earlier in the week, a move that coincides with the Formula 1 United States Grand Prix taking place in the city this weekend, an event Apple streams exclusively in the US.

Meanwhile, in New York, senior vice president of worldwide marketing Greg Joswiak joined retail executive Vanessa Trigub at the flagship Fifth Avenue store. The pair helped manage the launch festivities, ensuring the high-profile debut proceeded smoothly amidst the heavy foot traffic.

For those who missed their chance in the overnight queues, Apple Store workers have advised disappointed shoppers to check the Apple Store app tomorrow at 10 a.m. ET. This window will provide updated details on in-store inventory, offering a second opportunity to purchase the device without needing a pre-arranged appointment.

The launch represents a significant shift for the company, introducing a form factor previously unseen in its smartphone lineup. While the initial rollout has been met with enthusiasm, the limited availability suggests that supply may remain tight in the coming days as the company adjusts to the demand for its first foldable offering.

As the day progresses, the focus remains on whether the limited stock can satisfy the global appetite for the iPhone Duo. With executives actively engaging with customers and media, the atmosphere remains energetic, though the practical challenge of inventory management is already evident at retail counters.