Apple complicates iPhone Duo pre-orders by insisting on a wider-scale launch

Apple faced a rocky start to pre-orders for its foldable "iPhone Duo," as its online store opened about two minutes later than the scheduled 5:00 AM Pacific Time start.

By approximately 5:02 AM, delivery dates for most models had already slipped to early November, subsequently pushing further into mid-to-late November, and eventually reaching as late as January.

According to a report by Mark Gurman of Bloomberg, Apple was aware of the limited supply but opted to launch the device early, within the first fiscal quarter.

Furthermore, the company expanded the launch to over 70 countries simultaneously—a departure from its initial plan to focus primarily on the United States and China. This decision spread the limited initial inventory across a vast number of markets, significantly reducing the chances for customers to secure a device at launch.

This strategy appears to contradict the approach championed by the new CEO, Ternus, during the device's development; he had emphasized a preference for patience over releasing an unfinished product.

This commitment to quality led to the development of a nanomaterial for the screen surface that minimizes creases—a layer that can even be replaced with a new screen protector should the crease become more pronounced over time. However, this meticulous attention to product detail was not matched by the planning surrounding the launch timing and inventory distribution.

As a result, buyers who failed to complete their orders within the first few minutes now face a wait of more than three months to receive a device priced at approximately $2,000. Some may receive the device as late as the end of January—just a few months before the expected arrival of the second generation—which could make the decision to purchase even more difficult.

Apple has previously encountered issues with other product launches: the iPhone X was delayed due to production challenges involving OLED displays and Face ID technology; the AirPower charging mat was canceled entirely due to technical hurdles; and there were also delays with the HomePod, as well as the infamous antenna issue with the iPhone 4.

Nevertheless, a wait time exceeding three months for a new device remains striking—especially for a company that, under Tim Cook’s leadership, has long considered supply chain efficiency one of its core strengths.

Mark Gurman suggests that Apple might be banking on the idea that a shortage of the "iPhone Duo" will nudge some buyers toward the iPhone 18 Pro or Pro Max—models that appear significantly more affordable than the foldable device, with some versions already becoming available via Amazon.

While this shift could help bolster sales for the first fiscal quarter, it will also leave demand for Apple’s first foldable phone unfulfilled until next year.