Apple moves foldable iPhone walk-in buyers to app

Apple sold 23,000 units of the iPhone Duo on the first day it was available in stores.

The device is the company's first foldable smartphone. It went on sale on Friday, October 23, at retail locations worldwide.

Apple told customers in a press release that inventory would be limited. That warning proved accurate at many locations. Store employees directed walk-in buyers to the Apple Store app on Saturday at 10 a.m. Eastern Time to check available stock.

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

The Austin location is near the site of the Formula 1 United States Grand Prix, which takes place this weekend. Apple holds the exclusive streaming rights for Formula 1 in the United States. Mark Gurman reported that Ternus toured Apple's Austin offices earlier in the week.

Queues formed overnight outside stores in multiple countries. Customers filled the retail spaces where employees offered hands-on demonstrations. Apple shared launch photos from various cities in a statement issued on Friday morning.