Apple Gears Up Stores for iPhone Duo as October 23 Launch Nears

Apple is readying its retail network for the iPhone Duo launch on October 23, with new display fixtures and demo units rolling out to stores. Pre-orders begin October 16 at 5 a.m. Pacific Time, and the 256GB model starts at $1,999 in the United States. Supply is expected to remain limited.

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Retail floors get a new look

The Fifth Avenue flagship in New York will have a dedicated section for the iPhone Duo. Most other locations will add an extra spotlight table built from white display tables with a central post. A new fixture demonstrates how the phone folds and unfolds, according to Mark Gurman of Bloomberg, who reported the retail preparations.

Demo unit numbers vary widely

Stores will receive different quantities of demo devices. Fifth Avenue is set to get over 150 units, while the Apple Park Visitor Center will receive nearly 100. Three prominent stores — Michigan Avenue in Chicago, The Grove in Los Angeles, and the Upper West Side location in Manhattan — are each expected to have 30 to 40 devices. Non-flagship stores will average about 20 units apiece.

Hands-on time and comparisons

In the Avenue display areas, some phones will be untethered so visitors can explore StandBy. A MagSafe stand is designed to hold an open iPhone Duo alongside two conventional iPhones, allowing side-by-side comparisons.

Supply stays tight

The available stock is tighter than Apple had anticipated. Two months ago, production constraints threatened to push the sales start to late November. Since then, enough inventory has been assembled to keep the October release on track, but supplies are still expected to be limited.

Presto machines get an update

Stores equipped with Presto machines have adapted them for the iPhone Duo. These machines install software updates without opening the packaging. They also add the buyer’s name to the first-startup greeting, which is offered in U.S. Apple Stores in English and Spanish, as Gurman previously reported.

What buyers need to know

Pre-orders open October 16 at 5 a.m. Pacific Time. Sales begin October 23. The 256GB model starts at $1,999 in the United States. Full pricing for other storage capacities and availability in other countries have not been detailed.