Apple Plans Major iPhone Duo Retail Showcase, But Supply Will Be Limited

Apple is preparing new displays and large numbers of demo units for the iPhone Duo's October 23 launch, but supply will be limited, according to Bloomberg's Mark Gurman.

Ahead of the October 23 launch, Apple plans to set aside a section of its Fifth Avenue flagship store for the ‌iPhone Duo‌. Most locations will add an extra spotlight table for the device, using Apple's white display tables with central posts. Gurman said a new fixture will show how the phone folds and unfolds.

The number of demonstration devices will vary considerably between locations. Fifth Avenue in New York is expected to receive more than 150 units for customers to try and for other displays, compared with nearly 100 at the Apple Park Visitor Center. Non-flagship stores will receive approximately 20 units each on average.

Three other prominent stores will fall between those allocations: Chicago's Michigan Avenue, The Grove in Los Angeles, and Manhattan's Upper West Side. Each is expected to have approximately 30 to 40 devices.

Visitors will be able to explore StandBy on untethered phones in the Avenue display areas along the sides of stores. For comparisons on store tables, Apple has designed a MagSafe stand that accommodates an open ‌iPhone Duo‌ and two conventional iPhones.

The retail preparations come as Apple faces tighter supply than it had anticipated. According to Gurman, around two months ago the company believed production constraints could prevent sales from starting until later in November. It has since assembled sufficient inventory to proceed with this month's release, although stock is expected to remain limited.

Apple is also equipping stores with "Presto" machines adapted for the ‌iPhone Duo‌. Apple's wireless system can install software updates without opening an iPhone's packaging, and will also add the buyer's name to the greeting displayed during the device's first startup. Gurman previously said the personalized greeting will be offered in U.S. Apple Stores in English and Spanish.

‌iPhone Duo‌ pre-orders open October 16 at 5 a.m. Pacific Time, with sales starting on October 23. The 256GB model starts at $1,999 in the United States.