Apple planning huge iPhone Duo demo experiences at select retail stores: report

Michael Burkhardt | Oct 11 2026 - 7:31 am PT

Craig Federighi on how Apple helps developers make the most of the iPhone Duo (pictured in folded and unfolded modes)

iPhone Duo is just about two weeks away from releasing, and according to Bloomberg’s Mark Gurman, Apple has big retail plans ahead for its first foldable iPhone, to make sure every customer gets to see it to the fullest.

Apple is gearing up for a major launch with the iPhone Duo, which should be no surprise. What is a surprise though, is the amount of attention Apple is putting into making sure this launch goes as smoothly as possible.

In the newsletter, Gurman reports that the company is planning to have over a hundred demo units at some of its biggest stores:

The company is preparing a major retail push, with a huge number of demo units at its flagship stores. The Fifth Avenue location in New York City is expected to have more than 150 units across hands-on demo stations and in-store fixtures. The Apple Park Visitor Center at the company’s home base, meanwhile, will have nearly 100. Other locations, including Michigan Avenue in Chicago, the Grove in Los Angeles and the Upper West Side in Manhattan, will each have roughly 30 to 40 units.

Some of its smaller stores will only have around 20 units, which still seems bigger than usual, given the fact that there are only two colors. Given how hard it’ll be to buy a Duo at launch, allowing a lot of hands-on demos at once seems sensible.

iPhone Duo demo fixtures

Beyond the number of demo units, the company has also designed a new MagSafe stand that can hold an unfolded iPhone Duo, alongside two “standard” iPhones (likely iPhone 18 Pro and iPhone 18 Pro Max.) There’ll also be iPhone Duo demo units without a security tether “along the sides of stores,” so users can demo StandBy mode and other features.

Lastly, the company is planning a new fixture for some Apple Stores that showcase the iPhone Duo opening and closing, so it’s “impossible to miss” when you walk into an Apple Store.

All in all, iPhone Duo will become the forefront of Apple Stores after its launch on October 23rd. It’ll be hard to get, so if you’re interested in owning one – make sure you’re geared up to preorder it on October 16th.

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Michael Burkhardt mbrkhrdt

Michael is a 9to5Mac Reporter, leading all of our Apple news coverage on weekends and reviewing the newest Apple products and accessories. He got started in the world of Apple news during the pandemic, and it became a growing hobby. He’s also an indie iOS developer, and started the weekly Indie App Spotlight series, which has covered hundreds of blooming new apps since it launched. In his free time, he enjoys shooting street photography around New York City on his Sony A7RV.

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