Apple plans large-scale demos of the foldable iPhone Duo

Before the October 23 launch, Apple will place numerous demo iPhone Duo units and special displays in its stores. Supply is expected to be limited, and preorders will begin on October 16.

Apple plans large-scale in-store demos of the foldable iPhone Duo

Ahead of sales of the iPhone Duo, Apple’s first foldable smartphone, the company will expand opportunities to try the device at its retail locations. The launch is scheduled for October 23, and customers will be able to try the new device before it goes on sale, including at stores with a large number of demo units.

According to Mark Gurman of Bloomberg, a well-known source of information on Apple’s plans, major stores will receive significantly more demo units than regular retail locations. This should give more visitors a chance to experience the new form factor in person before deciding whether to buy the smartphone.

The largest number of demo units is expected at Apple’s flagship store on Fifth Avenue in New York City—more than 150. Nearly 100 devices will be placed at the Apple Park Visitor Center in California. Stores on Michigan Avenue in Chicago, at The Grove shopping center in Los Angeles, and on Manhattan’s Upper West Side are expected to receive around 30–40 units each. Most other locations will have an average of about 20 demo units.

New displays for the foldable form factor

Preparations involve more than just increasing the number of devices. According to Gurman, Apple Stores will feature an additional table with accent lighting dedicated to the iPhone Duo. Apple has also designed a special display that clearly shows how the smartphone unfolds and folds shut. The company wants the folding mechanism itself to be a noticeable part of the hands-on experience.

In the demo areas on either side of the Fifth Avenue store, visitors will be able to explore StandBy mode on devices without security tethers. To compare it with regular smartphones, Apple has prepared a MagSafe stand with an unfolded iPhone Duo and two standard iPhones placed side by side so visitors can compare their designs.

Trying the device before buying may be especially important: the Duo will be Apple’s first foldable smartphone and differs significantly from the familiar annual iPhone updates. The chance to hold it and assess its new form factor could influence the decision to buy.

Store inventory and limited supply

Apple is also preparing for the launch amid production challenges. According to Gurman, the company considered delaying the start of sales until a later date—even as late as the second half of November. However, Apple managed to assemble enough units for sale to release the device in October. Supply is still expected to remain limited. As a result, the large stock of demo smartphones will be accompanied by a more modest number of units available for customers to buy.

In the US, the iPhone Duo will start at $1,999; in the UK, it will start at £1,999. Preorders open on October 16, and retail sales begin on October 23. The expanded demo program will let prospective buyers try the new device before sales begin, although limited supply may make it difficult to buy one on launch day.

PetaPixel previously reported on significant compromises in the iPhone Duo’s camera.