Apple Plans Major iPhone Duo Store Rollout Amid Tight Supply

Apple is preparing a major iPhone Duo showcase at its retail stores despite limited launch inventory, according to Mark Gurman in his latest Power On newsletter.

Around August, the company thought shortages would prevent the device from going on sale until later in November. It has since assembled enough stock to proceed with the launch.

The phone starts at $1,999 in the U.S., with preorders opening October 16 at 5 a.m. Pacific. Availability begins October 23.

Duo brings a folding screen to iOS, competing with Samsung's Galaxy Z Fold8 and Fold8 Ultra and Google's Pixel 11 Pro Fold, while retaining support for existing iPhone apps and Apple Watch.

For customers trying the device in person, the largest demo deployments will be at flagship stores. The Fifth Avenue location in New York is expected to have more than 150 units across demo stations and fixtures, while the Apple Park Visitor Center will have nearly 100.

Michigan Avenue in Chicago, the Grove in Los Angeles, and the Upper West Side in Manhattan are each expected to receive roughly 30 to 40 units. Non-flagship stores will average about 20.

A dedicated takeover area is planned for Fifth Avenue, and most stores will receive a second spotlight table with a white top and central posts to showcase the phone. A new fixture will demonstrate the device opening and closing.

A new MagSafe stand will hold an unfolded Duo beside two standard iPhones for comparison. Untethered demo units will also let customers try its StandBy mode along the sides of stores, in the area known as the Avenue.

Stores are installing Duo-specific Presto machines, which wirelessly update iPhones while they remain sealed in their boxes. The system will install the latest software before handoff and personalize the first startup screen with the customer's name after 'Hello.'