Apple officially launched sales of its highly anticipated iPhone Duo on October 23, 2026, drawing enthusiastic crowds to stores worldwide.
However, this year’s launch featured a notable change in Apple’s traditional opening-day celebrations.
Instead of greeting customers in New York, newly appointed CEO John Ternus welcomed shoppers at Apple’s Domain Northside store in Austin, Texas.
Ternus, who succeeded Tim Cook in September 2026, personally opened the store doors at 9:00 a.m. local time.
Moreover, Apple’s Senior Vice President of Retail, Deirdre O’Brien, joined him for the occasion.
The event marked a significant public appearance for Ternus during his early weeks leading the technology giant.
Apple Breaks Its Traditional Launch Routine
Apple has traditionally celebrated major iPhone launches at its famous Fifth Avenue store in New York City.
However, the company selected Austin as the location for its CEO’s appearance this year.
Meanwhile, Apple’s Senior Vice President of Worldwide Marketing, Greg Joswiak, welcomed customers at the Fifth Avenue location.
He joined Vanessa Trigub, Apple’s Vice President of Stores and Retail Operations, for the New York celebrations.
Consequently, Apple maintained a strong leadership presence at both locations while introducing its latest smartphone.
The Austin store, which opened in November 2017, became the centre of attention for the company’s newest product launch.
iPhone Duo Reaches Customers Worldwide
Apple opened preorders for the iPhone Duo on October 16, giving customers an opportunity to reserve the foldable device.
One week later, the smartphone officially reached retail stores and early buyers.
Additionally, crowds gathered outside Apple Stores as customers waited to experience the company’s flagship foldable.
The launch represents an important milestone in Apple’s expansion into the foldable smartphone market.
Furthermore, the worldwide release places the iPhone Duo directly into consumers’ hands after months of anticipation.
A New Chapter Under John Ternus
The launch also highlights Apple’s leadership transition following Tim Cook’s departure from the CEO position.
By personally welcoming customers in Texas, Ternus continued Apple’s tradition of celebrating major product releases with its retail community.
Meanwhile, the company’s executives supported the launch across multiple locations.
Ultimately, the iPhone Duo’s retail debut represents two important developments: Apple’s move into foldable smartphones and the beginning of a new leadership era.
As sales continue, consumer response will help shape expectations for Apple’s future foldable devices.
