Apple reportedly prioritized in-store purchases for the iPhone Duo launch, allocating approximately 80% of its initial inventory to physical retail locations rather than online pre-orders.
According to Bloomberg‘s Mark Gurman, speaking on the latest episode of his Power On podcast, Apple deliberately ensured customers visiting its stores on launch day could buy the company’s first foldable iPhone.
Gurman, citing sources familiar with Apple’s logistics, said some stores received as few as 50 units, while larger flagship locations stocked approximately 250 devices. Apple’s Fifth Avenue store in New York reportedly received significantly more inventory, coinciding with company executives’ attendance at the October 23 launch.
The strategy helps explain why online pre-orders quickly became difficult to secure, even as customers waiting outside Apple Stores managed to purchase devices on launch day. As previously reported, Canadian delivery estimates slipped into February 2027 shortly after pre-orders opened on October 16.
Apple subsequently confirmed limited walk-in availability at select Canadian stores, giving customers another opportunity to secure the device without waiting months for delivery. Apple previously described demand as “nothing short of extraordinary,” adding that it was working to fulfil orders “as quickly as possible.”
Anecdotally speaking, I was able to secure my very own iPhone Duo on launch day by walking into the Apple Store in Toronto’s Eaton Centre. Granted, it was the last 512GB Night Sky model they had in stock. However, I got in about 90 minutes after the store opened, following a sizeable lineup. That paints a pretty good picture in line with Gurman’s report.
The company has also reportedly increased iPhone Duo production targets by 44%, raising its estimated 12-month shipment target from 9.7 million to 14 million units. The iPhone Duo starts at $2,999 CAD in Canada, with higher storage configurations costing more.
While Apple’s reported inventory strategy helped accommodate launch-day shoppers, it remains unclear whether the company will maintain a similar allocation as additional shipments arrive. For Canadians still waiting on their devices, future restocks could offer an opportunity to secure an iPhone Duo sooner than their original delivery estimates suggest.
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