Apple’s first foldable smartphone is set to be released on October 23rd

Apple’s first foldable smartphone, the iPhone Duo, has triggered massive demand, selling out online within hours of its October 16 preorder launch and pushing delivery estimates into January 2027 as the company prepares for an October 23 retail rollout under new chief executive John Ternus.

The tech giant’s highly anticipated entry into the foldables market has arrived with a price tag starting at $1,999 for the 256GB model, scaling up to $3,499 in Australia (or $US1999 as noted across international markets). Unveiled last month by chief executive John Ternus, the device adopts a shorter, passport-style folding design similar to hardware introduced earlier by Samsung. The design choices for the Duo confirm the popularity seen with Samsung’s Galaxy Fold 8 and Google’s original Pixel Fold, where a shorter and wider build creates a preferred sweet spot compared to the taller folding phone formats found on models like the Samsung Galaxy Z Fold 8 Ultra.

Online preorders opened on Friday, October 16, and immediately overwhelmed Apple’s infrastructure. Within an hour of launch, delivery estimates for every configuration on the company’s website slipped into the following year. By October 18, the tech group reported that the foldable had generated nothing short of extraordinary demand, with online inventory exhausted through next year within hours. At a starting price of $3,499 in Australia, the Duo is positioned to boost the iPhone’s average selling price, which serves as a key metric watched closely by Wall Street.

Apple Store employees are reportedly being told to discourage customers from walking in to purchase the iPhone Duo on launch day, October 23 🚨Due to extremely limited supply, stores are expected to have little to no stock available for customers without pre-ordersSource:… pic.twitter.com/9npXIq98aN
— https://x.com/theapplehub/status/2111590161616400651

Preorders and Store Availability Challenges for the iPhone Duo

Consumers hoping to secure a device without waiting months face significant hurdles. While the foldable is officially slated to hit physical shelves on October 23, internal advisories tell a discouraging story for walk-in shoppers. According to reporting via MacRumors, retail employees have been instructed that there will likely be no stock available for walk-in buyers on launch day, and staff have been advised to discourage un-preordered visits. However, it remains unclear how widely this advisory applies worldwide or whether all Apple Store staff are receiving the exact same guidance.

Production constraints have shadowed the device for months. Bloomberg’s Mark Gurman reported earlier in October that manufacturing had run into severe supply chain bottlenecks, performing worse than anticipated earlier in the year. Around August, leadership feared the release might slip to late November before pulling together enough inventory to hold the October date. Nikkei Asia previously noted that production had slowed to a few hundred a day due to strict quality control standards. This long delay could stem from high demand for Apple’s first foldable, low supply on the manufacturer’s side, or a combination of both factors.

iPhone Duo orders have now slipped to January 2027 😳 pic.twitter.com/Osq15x8VAB
— https://x.com/theapplehub/status/2111093562817622129

Who is Buying Apple’s First Folding Phone

At $2,000 to start, the Duo occupies an unusual space in the mobile lineup. It lacks the advanced camera capabilities and battery life of the iPhone 18 Pro Max, which remains the preferred choice for photography enthusiasts. Instead, the folding device targets specific demographics willing to pay a premium for form factor and flexibility.

Early adopters, power users, and professionals seeking a device that bridges the gap between an iPhone and an iPad Mini form a primary buyer segment. The wider inner screen allows side-by-side app resizing, spreadsheet editing, and document handling that would be cumbersome on standard handsets. Fashionistas and content creators also view the device as a status symbol, while avid readers find its dimensions well-suited for use as an e-reader with full App Store access. Beyond everyday utility, the phone features a typical foldable capability that shows a preview of what the rear cameras are capturing to assist with selfies.

Photo: SMH.com.au

Stock Projections and Market Impact

Analyst projections place the Duo as a fractional piece of Apple’s broader hardware shipments—which are expected to exceed 250 million iPhones this year—yet its success serves as a crucial barometer for brand innovation. Apple expects strong sales for the iPhone Duo while managing supply chain issues.

While we acknowledge the possibility that muted wait times for the Pro and Pro Max could suggest consumers are delaying their purchase decisions for the Duo, we believe that the $US1999 ($2862) starting price could limit incremental unit upside.
UBS analysts

Whether customers are ready to absorb the steep price point will ultimately set the financial and cultural mood for Apple this year, testing whether the masses are willing to embrace the foldable form factor at scale.

Foldable, versatile, durable, and beautiful. iPhone Duo pre-orders begin tomorrow! pic.twitter.com/GDTGXTcRnv
— https://x.com/gregjoz/status/2110819286641988001

Although online orders face extended delays, buyers might still secure a unit sooner by visiting an Apple Store in person, as the company traditionally preserves certain units for physical retail availability.