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Apple’s first foldable smartphone, the iPhone Duo, went on sale worldwide on Friday with a starting price of about $2,000. However, its launch attracted less fanfare than many previous iPhone releases.
From Singapore and Shanghai to London and San Francisco, buyers showed strong interest in the new device. Nevertheless, limited sales and restricted supply meant fewer long queues and overnight camp-outs than in earlier iPhone launches.
Samsung and Huawei have sold premium foldable smartphones for years. Now, Apple’s entry into the market will test whether it can make the format popular with a wider audience, as it did with smartphones.
The launch also marks an early challenge for Apple CEO John Ternus. The former hardware chief unveiled the device shortly after taking charge in September.
Apple’s estimated delivery dates for the Duo slipped to late January within minutes of pre-orders opening a week earlier. Demand quickly outpaced available stock, prompting the company to describe the response as “nothing short of extraordinary”.
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To manage supplies, Apple limited pre-orders to two handsets per customer and restricted some purchases to walk-in shoppers. However, customers in China, France, Hong Kong, India and Japan could buy the phone only through online orders.
In Sydney, shoppers gathered outside an Apple store before it opened at 8 a.m. local time on Friday. The new phone’s passport-like shape attracted attention, although its high price remained a major consideration for buyers.
Simon Krishnan, a 48-year-old engineer, paid A$3,899 ($2,734) for the 512GB model.
“This is a bit of a luxury item for me, because it’s so expensive, but I just think, you know what? Life’s too short,” he said.
Meanwhile, Ternus welcomed customers at an Apple store in Austin, Texas, greeting shoppers and high-fiving them as they entered. CBS Austin shared a video of the visit on X.
His appearance coincided with the US Grand Prix weekend in Austin. Apple holds exclusive US broadcast and streaming rights to Formula 1.
In New York, Apple marketing chief Greg Joswiak opened the doors of the company’s Fifth Avenue store. Social media posts showed customers gathering outside, with some reportedly arriving as early as 4 a.m.
Some customers turned to last-minute shopping after missing the pre-order window.
Mohit Chandel, a 32-year-old consultant from San Francisco, had promised his father in Singapore an iPhone Duo for his retirement. However, he forgot to pre-order the device.
When he spotted about a dozen people queuing outside an Apple store late Thursday, he joined them. He then bought a bench and pillow from Walgreens to prepare for the night.
“He doesn’t know that. All the pre-orders are gone. He’s expecting a Duo sometime in the mail so now I have to buy it,” Chandel said.
In Shanghai, healthcare professional Liu Wei also joined the queue. Although he already owned a foldable phone from Xiaomi, he wanted to try Apple’s first model.
“I’ve used Apple products for many years and I have more trust (in the brand), so I bought one on launch day to try it out,” he said.
China presents a challenging market for smartphone makers. Weak consumer demand and rising memory costs have contributed to six consecutive quarters of declining smartphone shipments. However, Apple has regained market share as some customers upgrade to premium devices.
Meanwhile, some buyers viewed the Duo as a resale opportunity.
In Hong Kong, a buyer identified only as May purchased a 256GB model for HK$17,499 ($2,231.73) through an online pre-sale. He planned to resell it for a profit of around HK$4,000.
“A few meals’ worth of money,” he joked.
In London, charity manager Paul Francis joined several dozen fans who waited overnight outside Apple’s Regent Street store despite heavy rain.
“Some people think it was mad. Including myself,” he said.
Initial reviews have praised the Duo’s design, particularly its sturdy hinge and barely visible crease. These features address longstanding concerns about foldable phones, whose screens often show a prominent fold.
However, reviewers have also identified several compromises.
The device lacks a telephoto camera lens, while some third-party apps still need adjustments to work effectively with its larger display. In addition, the folded phone may feel less convenient for everyday tasks such as quick messages and browsing.
Several prominent reviewers have therefore advised many Apple customers to think carefully before buying it.
Longtime Apple commentator John Gruber described his experience in a review.
“It’s been a lot of fun trying the Duo out for a week, but it feels like I’ve gotten to use an extraordinarily polished prototype — not a finished product that I’d want to buy and carry,” he wrote.
Tech commentator Marques Brownlee offered a similar qualification in a YouTube review. He said the device might not suit people who mainly text and browse, but added that buyers with sufficient budgets could enjoy its distinctive design after adjusting to its features.
In Berlin, YouTube creator Patrick Wolter praised the Duo’s ability to combine a phone and tablet in one device.
“I’ve always found it a hassle to carry around a separate tablet, especially since I already have a laptop and other gear,” he said. “In the long run, this will likely end up replacing those other devices.”
Apple’s entry into the relatively small foldable-phone market could introduce the format to a much wider audience, according to Francisco Jeronimo, vice president at market researcher IDC.
IDC forecasts that Apple will capture 44% of the foldable market’s value in 2026, based on 31% of units sold. The research firm also expects Apple to lead the market in both value and unit shipments by 2027.
Jeronimo said the device had made a convincing case for the foldable format after he spent a week testing it.
“Now comes the next test: turning excitement into availability, adoption and a lasting new chapter for the smartphone market,” he said.
Apple’s launch has generated strong interest, but its long-term success will depend on more than initial sales. The company must also address supply constraints, convince customers that the premium price is worthwhile and demonstrate that foldable phones offer practical advantages in everyday use.
