The launch of Apple’s first foldable device, the iPhone Duo, on Friday, October 23, did not generate the anticipated excitement at the Saket store in Delhi. Arriving at 7 am, the atmosphere was unexpectedly subdued, with empty chairs lining the entrance and only one individual present, who was there to collect a phone for a friend. As the store opened at 8 am, the queue comprised merely three or four customers, a stark contrast to the usual throngs seen during previous iPhone launches.

The iPhone Duo, priced at Rs 2,99,900, is one of the most expensive smartphones available in India. Prior to the launch, reports indicated that pre-orders had been robust, particularly at the Saket and Mumbai BKC locations. However, the lack of a bustling crowd raised questions about whether the hype surrounding the device was overstated or if other factors were influencing customer turnout.

Despite the low numbers, a few enthusiastic customers did arrive. One such buyer, Anmol Singh, had travelled from Chandigarh to pick up his device. He faced challenges in securing a booking, spending around thirty minutes before successfully obtaining an 8 am pickup slot. Singh acknowledged the limitations of a first-generation product but remained optimistic about its future potential.

Customer Experiences and Expectations

Singh’s enthusiasm for the iPhone Duo extended beyond its foldable design; he emphasised its potential for enhancing productivity and providing an intuitive user experience. His light-hearted comment about possibly gifting the phone to his wife if it did not meet his expectations highlighted the significance of the purchase, given the device’s high cost.

As the store prepared for the official opening, Apple employees engaged in their customary countdown, creating a sense of anticipation, albeit with a noticeably smaller audience. After collecting their devices, the few customers present expressed positive sentiments, yet the limited number made it challenging to gauge overall consumer reactions.

Among the buyers, one individual highlighted the excitement of owning a foldable phone, while another, who opted for the 1TB model in Star White, spoke of the exclusivity associated with the device. Although more customers arrived later, they did so in small groups rather than forming a continuous line, a departure from the typical launch day scene.

Insights into Purchasing Behaviour

The subdued atmosphere at the launch can be attributed to the purchasing process for the iPhone Duo. With limited launch-day availability, customers were encouraged to secure online bookings and in-store pickup slots. Reports indicated that supply was constrained, and those with confirmed bookings had little incentive to arrive early. Additionally, individuals without bookings were unlikely to queue without assurance of obtaining a device.

Apple has not disclosed the number of iPhone Duo units allocated to specific stores in the Delhi-NCR region, complicating efforts to assess stock levels. Furthermore, the high price point of Rs 2,99,900 places the device firmly in the ultra-premium market, suggesting that it may not attract impulse buyers.

Apple’s strategy appears to have evolved from previous launches, where customers without bookings faced denial of service. This shift towards a booking-centric approach may have alleviated uncertainty for prospective buyers. Additionally, the company has been addressing issues related to individuals purchasing multiple devices for resale, although there is no confirmation that this was a driving factor for the current arrangements.

In contrast, reports from China indicated strong pre-order demand, with some variants selling out rapidly. This disparity raises questions about customer enthusiasm in India, although the evidence from the Saket and Noida stores does not definitively support a lack of interest in the iPhone Duo.

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