iPhone Duo: 23,000 units sold as walk-in stock vanishes

Apple moved walk-in iPhone Duo buyers to the Apple Store app on Saturday morning after limited Friday inventory disappeared from retail shelves. The company told disappointed shoppers to check the app at 10 a.m. ET on Saturday for details on available stock.

The foldable device launched on Friday, October 23, at Apple Store locations around the world. The company reported that 23,000 units sold on launch day. Crowds formed outside stores overnight as customers attempted to secure a walk-in purchase. Apple had warned in a Friday morning press release that retail inventory would be limited.

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

The Austin visit coincided with the Formula 1 United States Grand Prix, which began this weekend. Apple serves as the exclusive F1 streamer in the United States. Mark Gurman reported that Ternus toured Apple's Austin offices earlier in the week.

Store employees provided hands-on demonstrations and shopping assistance to customers during the launch. The company shared photos from various cities in its Friday press release. Readers of 9to5Mac also posted images from their local stores. The outlet asked its audience if they visited a store on launch morning and whether they succeeded in buying a phone.

The shift to the app as the primary sales channel occurred as walk-in shelves emptied. The launch marked the debut of Apple's first foldable smartphone. The company's marketing materials emphasized the availability of tailored shopping help for the new device.