Apple began selling its first folding phone, the US$1,999 iPhone Duo, on Friday (Oct 23), betting the device can transform the foldables market after nearly two decades of making only incremental updates to the iPhone.

The launch marks an early trial for new Apple chief executive officer John Ternus, who unveiled the hardware barely a week after taking charge in September.

Apple enters a niche segment where rivals such as Samsung Electronics and Huawei Technologies have sold premium foldables for years.

Within minutes of pre-orders opening on Oct 16, Apple’s estimated delivery dates for the Duo had slipped to late January as demand outpaced supply. The company called the response from customers “nothing short of extraordinary”.

The limited supplies could disappoint Apple fans lining up in front of stores to buy the Duo. Apple told Reuters that walk-in availability would vary by country, with limited stocks in the US, Australia, Canada, Mexico and much of Britain and Europe. In China, France, Hong Kong, India and Japan, units would be available only for customers who had ordered online. In the China-governed territory of Macau, where the iPhone Duo will be available for walk-in customers only, fans already started lining up hours in advance, social media posts and media reports showed.

Early reviews have praised the US$1,999 Duo’s premium design as well as its sturdy and barely visible hinge, a major feat for the phones whose prominent creased screen has long been a major drawback and potential deterrent to buyers. But reviewers have also said that camera compromises including the absence of a telephoto lens and third-party apps that still need to be reworked for the new display size could disappoint some buyers.

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