The online version of the Apple Store has gone temporarily offline, all in preparation for the opening of pre-orders for the iPhone Duo, Apple's first-ever foldable iPhone.
Whenever Apple makes a small but important change to the online Apple Store, it takes the site down first. It's theatrics more than site maintenance, but it's obviously worth it to Apple despite how until it's back up, no one can buy anything in the online store. As usual, that has just happened, ahead of Apple opening up pre-orders for the iPhone Duo.
Visitors to the digital storefront are currently greeted by the traditional combination of an Apple logo and a "We love that early energy" message. There's also a promise that Apple's site will "see you soon."
The changes this time are solely around the iPhone Duo. Announced at the September 9, 2026 "Surprise and Shine" event, it has taken until now for Apple to begin accepting pre-orders for the device.
That means the iPhone 18 Pro, iPhone 18 Pro Max, HomePod mini 2, updated Apple TV 4K, and even the HomeView, have all been launched while we waited to buy an iPhone Duo.
The long gap may be because of regularly reported production issues with making the iPhone Duo in sufficient quantities. And it's perhaps because of this long delay that Apple launched a special "Get Ready" ability to pre-pre-order the device.
"Get Ready" let users choose the color and capacity of the device, plus specify carrier and finance details. Apple ran this from October 12 until late on October 15.
If you didn't go through this process, you may well find that the iPhone Duo sells out before you reach that "Buy" button. As well as the normal high demand for a new iPhone, it's believed that there will be lower stocks than normal.
However, Apple reserves stock for its Apple Stores. Those will be selling, and perhaps most importantly demonstrating, the iPhone Duo from October 23.
