Gurman: Apple’s iPhone Duo Pre-Order Launch Was a Major Mistake

Apple opened iPhone Duo pre-orders on Friday, pressing ahead even though the company knew the device would face severe supply constraints due to manufacturing challenges. The decision drew sharp criticism from Bloomberg’s Mark Gurman, who argued in his Power On newsletter that Apple should have delayed the launch until it had more inventory on hand.

Gurman’s Critique: Timing Over Readiness

Gurman did not mince words. He called the pre-order launch a major mistake, saying Apple prioritized an early market release over actually satisfying customer demand. In his view, the company’s apparent rush to get the iPhone Duo out in its fiscal first quarter came at the expense of a smooth buying experience. Early adopters, he warned, would be disappointed.

The criticism centers on a simple tension: Apple knew about the supply problems before pre-orders went live. Rather than waiting for inventory to build, the company moved forward with a broad launch. Gurman’s point is that a smaller, better-supplied rollout would have served customers better than a wide release that quickly ran into delivery delays.

From Two Markets to More Than 70

The scope of the launch made the supply problem more visible. Apple originally planned to start iPhone Duo pre-orders in just the United States and China. At some point, that plan changed: the company ultimately opened pre-orders in more than 70 countries simultaneously. That expanded footprint put immediate pressure on already constrained supply.

It did not take long for the consequences to show. Within 30 minutes of pre-orders beginning, shipping estimates in most countries slipped to around January 25. For customers who ordered early, the wait stretched from days to weeks—a signal that demand far outpaced the available units.

What Happens to Shipping Dates Now

Apple has a reputation for underpromising and overdelivering on delivery estimates, and that pattern may offer some relief here. Some customers could see their shipping dates moved up earlier than the initial January 25 window. The company has not commented on Gurman’s critique, and the exact manufacturing challenges behind the constraints remain unspecified.

For now, the iPhone Duo launch stands as a case study in how launch timing and inventory readiness can collide. Gurman’s assessment is blunt: Apple knew the constraints, launched anyway, and left early buyers facing long waits.