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More than 150 devices in one store alone, dedicated tables, and a new display case demonstrating how the phone opens and closes: Apple is making extensive preparations for the iPhone Duo in its US stores. At the same time, stock remains scarce. Two months ago, a later launch date was even being considered internally.
The iPhone Duo will be released on October 23. Mark Gurman describes how Apple is preparing its stores in the US for this launch in his October 11 newsletter, Power On, published by Bloomberg. The plans pertain to US stores; the report makes no mention of stores in other countries.
Gurman is considered one of the best-informed reporters regarding Apple's sales and product plans. He first mentioned the October 13th date of the event at the end of September, and Apple has since confirmed it with the "Welcome Home" invitation. The figures for the number of demo units are based on planning data, not an actual count on site.
Key Facts at a Glance
- The Apple Store on Fifth Avenue in New York is expected to receive more than 150 demonstration units of the iPhone Duo, while the Apple Park Visitor Center will receive nearly 100.
- On average, ordinary stores receive around 20 devices, plus an additional table and a new display case that shows the folding process.
- A new MagSafe stand holds an unfolded iPhone Duo next to two conventional iPhones for direct comparison.
- According to the report, the number of units available at launch will be limited. Around two months ago, Apple was still expecting a sales launch later in November.
How many devices should be in which store
According to the report, the number of demonstration units varies greatly from store to store. The flagship store on Fifth Avenue receives more than seven times as many units as an average store.
| Store | Demonstration units according to the report |
|---|---|
| Fifth Avenue, New York | more than 150 |
| Apple Park Visitor Center, Cupertino | nearly 100 |
| Michigan Avenue (Chicago), The Grove (Los Angeles), Upper West Side (New York) | approximately 30 to 40 each |
| other US stores | on average around 20 |
The iPhone Duo will have its own dedicated area in the Fifth Avenue store. The devices will be distributed between test stations and the other display areas.
New tables, stands and display cases
Most stores are setting up an additional display table for the iPhone Duo, one of the white tables with a central column. There's also a new display case showing how the device opens and closes.
For comparison on the tables, Apple designed a MagSafe stand. It holds an unfolded iPhone Duo and two conventional iPhones next to it.
Devices without backup cables will be displayed in the side exhibition areas. Standby mode can be tested there. Five new standby views for the iPhone Duo had already appeared in the iOS 27 code.
Scarce stock despite grand presentation
The store plans are at odds with the manufacturing situation. According to Gurman, Apple was still assuming about two months ago that production bottlenecks could delay sales until later in November. Now, they have enough stock for the October 23rd launch, but supplies are expected to remain tight.
This aligns with reports from recent weeks. Sources within the supply chain indicated that final assembly at Foxconn had only reached a yield of just over 60 percent by mid-September. Short quantities for pre-order customers had already been anticipated shortly after the product's unveiling.
Setting up devices in stores should also be faster. Apple is equipping its US stores with customized Presto stations that wirelessly install software updates through the closed packaging. These same stations will also be used to deliver a personalized greeting with the buyer's name upon first startup.
Dates for Germany, Austria and Switzerland
Germany, Austria, and Switzerland are included in the first sales wave. Pre-orders begin on Friday, October 16, at 2 PM German time, with sales starting a week later on October 23. Pre-orders can be prepared in the Apple Store starting Monday, October 12, so that on Friday all that's left to do is submit them.
Try it before it's available
I think the weighting is correct, even if it seems skewed at first glance. A foldable iPhone sells based on the feel in the hand, the hinge, and whether the crease is visible. Apple itself has announced that it will let the crease be the deciding factor – this can only be verified on the device itself, not on a product page.
Anyone wanting to get their hands on one on October 23rd will almost certainly need to pre-order on Friday afternoon. Those who want to see how the device feels first should expect a longer wait after visiting a store, given the limited stock. All previous reports on the device are compiled on the iPhone Duo tag page.
Are you ordering sight unseen on Friday at 2 PM – or do you want to open the iPhone Duo in the store first, even if it delays delivery? Let us know in the comments how you're handling it.
