Apple's 'extraordinary' iPhone Duo demand puts foldable bet to the test

Apple's first foldable iPhone has seen delivery estimates stretch to late January 2027 within minutes of pre-orders opening, prompting the company to describe initial demand as “nothing short of extraordinary” and raising the prospect of a stronger-than-expected commercial debut.

The iPhone Duo's delivery delays extended across both colour options and all storage configurations, ranging from 256 gigabytes to 2 terabytes. Estimates initially moved into November, then December, before slipping to the end of January, according to a report by Bloomberg.

Also read: Apple resets factory settings for iPhone 17: Price-conscious buyers pause purchases as Pro models gain ground


Apple said it was working to fulfil orders as quickly as possible and would continue accepting them online. The company has not disclosed how many pre-orders it has received or confirmed whether customers who missed the initial ordering window will find devices available in stores when the phone goes on sale on October 23.

“The pre-order demand for iPhone Duo, our first foldable iPhone, has been nothing short of extraordinary. We are working hard to get this revolutionary new product into customers’ hands as quickly as possible, and we will continue accepting orders online,” Apple said in a statement.

“Our teams look forward to welcoming customers at Apple Stores worldwide to experience the iPhone Duo and the incredible full iPhone line-up for themselves,” it added.

Room to beat sales estimates: Report

The early ordering response could have implications for Apple's revenue outlook, with Bloomberg Intelligence analysts seeing scope for the foldable to outperform their earlier projections.

In a note on Friday, analysts Anurag Rana and Josh Christensen said iPhone Duo sales could exceed their previous estimates of 14 million units and $28 billion in revenue for Apple's fiscal 2027, Bloomberg reported.

The analysts also outlined the potential impact on Apple's average selling price (ASP), a measure of the average revenue generated per device sold. If the company persuades existing iPhone Pro and Pro Max owners to switch to the base version of the foldable, the iPhone ASP could rise by 82% and 67%, respectively, according to the Bloomberg Intelligence note.

Such an outcome would make the device commercially significant beyond its unit sales, potentially increasing the revenue Apple generates from customers moving to the new form factor.

Also read: iPhone Duo pre-orders starts in India from October 16: Check price, colours, storage options and how to book

A key product test for Apple's new CEO

The iPhone Duo is among the first major product launches under Chief Executive Officer John Ternus, who took charge in September. His tenure has begun with a series of product announcements, including the HomeView smart home hub and AirPods 5.

Apple is also expected to introduce a touchscreen MacBook Pro and other devices later this month, Bloomberg has reported.

The initial ordering experience for the foldable contrasts with the September launch of the iPhone 18 Pro and Pro Max, when customers who placed orders promptly encountered a smoother process.

For Apple, the iPhone Duo is an early test of whether a foldable design can attract customers to a new category within its established smartphone business. The initial response has been strong enough for delivery estimates to extend into 2027, but the longer-term commercial success of the device will depend on actual sales, shipments and the company's ability to meet demand.