Apple is marking the launch of iPhone Duo with a set of enormous illuminated installations outside four of its most prominent retail stores, turning the company’s first foldable iPhone into a larger-than-life centerpiece for launch weekend.
The oversized displays have appeared at Apple Fifth Avenue in New York City, Apple Covent Garden in London, Apple BKC in Mumbai, and Apple Jing’an in Shanghai. MacRumors reports that the installations show giant versions of iPhone Duo in several of the positions Apple calls “poses,” complete with mirrored finishes and illuminated edges.
The finished installation at Apple Jing’an was revealed in an image shared by Apple hardware chief John Ternus on Weibo, after some of the structures had previously been spotted covered up ahead of the launch. The displays appear designed to emphasize the hardware that makes iPhone Duo different from a conventional iPhone, particularly its folding form factor and the different ways the device can be positioned.
The installations arrive as Apple prepares for an unusually high-profile retail launch on Friday, October 23. Apple has already confirmed that Apple Stores will have only limited iPhone Duo stock for walk-in customers, meaning some of the stores featuring Apple’s biggest launch displays could still have very little inventory available for people hoping to buy one without a reservation.
That contrast underlines just how closely Apple is managing the launch. The company has described iPhone Duo demand as “nothing short of extraordinary” after online delivery estimates slipped into 2027, while customers planning to visit a store on launch day are being advised to check pickup availability before traveling.
iPhone Duo launches Friday, October 23, starting at $1,999 in the United States and £1,999 in the UK. For the latest Apple news and iPhone Duo coverage, download The Apple Post app on iPhone and iPad.