Apple's foldable debut: 23,000 shoppers sought in-store stock

Apple sold 23,000 units of the iPhone Duo on its first day of availability.

The company's first foldable smartphone became available for purchase at retail locations globally on Friday, October 23. Apple warned customers in advance that in-store inventory would be limited. That caution proved accurate as long lines formed outside stores in multiple countries.

Employees inside the stores guided customers through hands-on demonstrations of the new device. Many shoppers who could not secure a unit were instructed to check the Apple Store app on Saturday at 10 a.m. Eastern Time for updated inventory levels.

Senior leaders attended launch events in specific cities. Greg Joswiak, senior vice president of worldwide marketing, visited the Fifth Avenue flagship store in New York alongside retail executive Vanessa Trigub. CEO John Ternus was present at the Domain NORTHSIDE store in Austin, Texas, with retail chief Deirdre O'Brien.

Austin hosts the Formula 1 United States Grand Prix this weekend. Apple serves as the exclusive U.S. streamer for the racing series. Ternus toured Apple offices in the city earlier in the week.

Apple plans to update store inventory details via the Apple Store app on Saturday at 10 a.m. ET.