Apple’s entry into the foldable smartphone market has proven immediately successful, with the company’s new iPhone Duo selling out within minutes of its Friday morning pre-order launch.
The device, which represents Apple’s first foray into foldable technology, saw delivery estimates pushed back from its October 23 launch date into late January by Friday afternoon. The rapid depletion of available inventory suggests robust consumer appetite for the premium device, which carries a starting price of $1,999 for 256 gigabytes of storage.
Wall Street analyst Dan Ives, a partner at Yorkville Ives, characterized the pre-order response as exceeding expectations. Market research firm Creativestrat reported that stores throughout the New York City and Connecticut areas showed no available inventory within three minutes of the pre-order window opening at 8 a.m. Eastern Time.
Apple has indicated it will maintain limited inventory for walk-in customers when the device officially launches on October 23, though the company warned that supplies may sell out quickly at retail locations. An Apple spokesperson confirmed that store teams are prepared to welcome customers who wish to experience the device firsthand, while acknowledging the challenges of meeting demand for what the company termed a “revolutionary new product.”
The iPhone Duo represents a significant design departure for Apple. When folded, the device approximates the size of a passport, but when opened, it provides the largest display of any iPhone to date, more closely resembling the company’s iPad tablets. The expanded screen enables users to operate two different applications simultaneously or view two windows of the same website, a feature Apple has promoted for tasks such as comparison shopping.
Apple CEO John Ternus unveiled the device last month during the company’s annual fall product showcase, alongside the standard iPhone 18, which began sales in the previous month. The dual release strategy allows Apple to serve both traditional smartphone users and those seeking the enhanced functionality of a foldable design.
Industry analysts project sustained demand for the device well into 2027. Ives estimates Apple will move approximately 10 million units in the coming quarters, with sales potentially reaching 25 million units by 2027. These projections rest on the assumption that a substantial portion of the existing iPhone user base will opt to upgrade to the new form factor.
The successful launch positions Apple competitively in the foldable smartphone segment, where other manufacturers have previously established presence. The company’s ability to command a premium price point while generating immediate supply shortages demonstrates continued consumer confidence in the Apple brand and willingness to invest in emerging mobile technology.
Apple did not disclose specific figures regarding the number of pre-order requests received, maintaining the company’s customary practice of limiting public discussion of sales data outside quarterly earnings reports.
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