Apple plans big retail showcase for iPhone Duo, but supply will be limited

Apple is preparing new displays and a large number of demo units for the iPhone Duo launch on October 23, but supply will be limited, according to BloombergIt’s Mark Gurman.

Ahead of the October 23 launch, Apple plans to reserve a section of its Fifth Avenue flagship store for the ‌iPhone Duo‌. Most locations will add an additional projector table for the device, using Apple’s white display tables with center poles. Gurman said a new fixture will show how the phone folds and unfolds.

The number of demonstration devices will vary significantly from location to location. Fifth Avenue in New York is expected to receive more than 150 units for customers to try out and for other exhibits, compared to nearly 100 at the Apple Park Visitor Center. Non-flagship stores will receive an average of around 20 units each.

Three other major stores will fall between these allocations: Michigan Avenue in Chicago, The Grove in Los Angeles and Upper West Side in Manhattan. Each should have around 30-40 devices.

Visitors will be able to explore StandBy on wireless phones in avenue display areas along the sides of the stores. For comparisons on store tables, Apple designed a MagSafe holder that can accommodate an open ‌iPhone Duo‌ and two conventional iPhones.

The retail preparations come as Apple faces tighter supply than expected. According to Gurman, about two months ago the company thought production constraints might prevent sales from starting later in November. Since then, there is sufficient stock to proceed with this month’s release, although stock should remain limited.

Apple also equips 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 when the device first boots up. Gurman previously said the personalized greeting would be offered in U.S. Apple Stores in English and Spanish.

iPhone Duo‌ pre-orders open October 16 at 5 a.m. PT, with sales beginning October 23. The 256GB model starts at $1,999 in the US.