Apple Unveils First Foldable iPhone, Drawing Global Crowds to Stores

Apple’s newest device, the iPhone Duo, officially hit shelves today, October 23, 2026, marking the debut of the company's first foldable smartphone. The launch was a worldwide event, with Apple Stores reporting high foot traffic as customers flocked to see the new hardware. The company released a series of images this morning capturing the scenes from locations across the globe, while users also contributed their own photos from their local visits.

In a statement issued this morning, Apple confirmed that the highly anticipated device made its debut at retail locations worldwide. According to the press release, stores were filled with customers eager to test out the new form factor. Apple team members were on hand to provide hands-on demonstrations and offer personalized shopping assistance, creating a busy atmosphere in stores from every continent.

Company leadership joined the celebrations in person at high-profile locations. Greg Joswiak, the senior vice president of worldwide marketing, was present at the flagship Fifth Avenue store in New York City. He was accompanied by Vanessa Trigub, a key retail executive for the company. Their presence underscored the significance of the launch for the brand's retail footprint.

Meanwhile, Apple CEO John Ternus was in Austin, Texas, to mark the occasion. He visited the Apple Domain NORTHSIDE store alongside Deirdre O’Brien, the company’s retail chief. Ternus had reportedly toured Apple’s offices in Austin earlier in the week. The timing of his visit coincides with the Formula 1 United States Grand Prix, which is taking place in the city this weekend. Apple serves as the exclusive streaming partner for F1 in the United States, adding another layer of local relevance to the CEO's appearance.

Despite the excitement, availability has been a challenge. Lines formed overnight at Apple Stores around the world as shoppers hoped to secure a unit without a prior online order. Apple had warned that walk-in inventory would be "limited," and reports from the floor suggest that this scarcity is a reality. Store employees have been advising disappointed customers who cannot find stock on the shelf to check the Apple Store app at 10 a.m. ET tomorrow for updated in-store inventory details.

The launch day has been characterized by a mix of high energy and logistical hurdles. While the device is now officially available, the immediate demand appears to have outpaced the initial retail stock in many areas. The coming hours will likely see a shift in strategy for buyers, with many turning to digital tools to track real-time availability across the store network.