Apple Installs Displays for iPhone Duo Launch at Fifth Avenue Store
Giant iPhone Duo structures have appeared at Apple's Fifth Avenue store in New York ahead of its launch.
NEW YORK, Oct 22: Giant rectangular structures suggestive of the new iPhone Duo have been installed at Apple’s flagship store on Fifth Avenue in New York. The official launch is scheduled for Friday, and Apple is preparing to attract attention to the new device.
Spotted by a social media user, the installations are covered in black cloth and white protective wrapping. They are positioned around the store’s iconic glass cube entrance, continuing Apple’s tradition of elaborate displays for new product launches.
Last year, Apple marked the iPhone 18 Pro launch with a decorative lighting scheme featuring burgundy, silver, and blue, and illuminated the glass cube in a different color scheme for the iPhone 16 launch in 2024.
Despite the imminent iPhone Duo launch, a line has yet to form outside the Fifth Avenue location, in contrast to other Apple stores where customers have begun to queue. Apple has indicated that a limited quantity of iPhone Duo units will be available for walk-in customers at US retail locations, while inventory in other countries such as China, Japan, and France will be restricted to in-store pickup for pre-ordered devices.
Characterized as a risky product in Apple’s lineup, the iPhone Duo represents a significant departure from traditional iPhone design. Critics have noted its wide design and unique display features. “It’s been a minute since the iPhone has looked or worked significantly differently,” said The Verge.
The iPhone Duo’s design aims to innovate, but some early adopters may face usability challenges. Apple’s emphasis on creating an interactive experience with its devices continues to evolve with each new release.
