If you’re trying to buy an iPhone Duo and getting nowhere, you’re not alone. Preorders sold out in minutes on October 16 and today, if you order on Apple’s website, delivery already slips to late January. Mark Gurman explained in his Power On newsletter why it’s been so hard, and the answer has to do with where Apple has decided to send the few units it has.
80% of the stock, to Apple Stores
According to Gurman, around 80% of iPhone Duo units have gone to Apple’s physical stores, not to online sales or carriers. Even so, the distribution is very uneven:
- Some Apple Stores received only about 50 units for launch.
- Flagship stores got around 250 units.
- Apple Fifth Avenue, in New York, received an extra allocation.
The logic is clear: a foldable at this price sells better when you can touch it, and Apple wants the first experience to happen in its stores, with someone explaining how the hinge and the two displays work.
What Apple says
Apple doesn’t share numbers, but it has said demand has been “nothing short of extraordinary.” And that’s despite the price: in the US the iPhone Duo costs $1,999, $2,199, $2,599 and $3,199 depending on storage. The hinge cracks that have appeared on some units haven’t slowed sales either.
How to improve your chances of getting one
- Check in-store availability in the Apple Store app several times a day: Apple restocks stores without notice.
- Try several nearby stores, not just the one in your city.
- Be flexible on color and storage: the middle configurations usually sell out first.
- If you’re not in a hurry, order online now to lock in the January date, and cancel if you find one in a store sooner.
My take
It’s Apple’s classic play with a new, expensive product: little stock, lines at the stores and “sold out” headlines. It works, but it’s also frustrating for people who want one and don’t live near a big Apple Store. I wouldn’t expect things to normalize before February, so if you want one for the holidays, you’ll need to move fast.
Update (Nov. 3, 2026): on the earnings call, John Ternus acknowledged that Apple can’t meet all the demand for the iPhone Duo and that there’s no date for supply to catch up. I cover it in Apple’s latest quarterly results.
Sources: Bloomberg (Power On), MacRumors, 9to5Mac.
