Preparations are underway at Apple's flagship store on Fifth Avenue in New York for the arrival of the iPhone Duo, which goes on sale on Friday. Several large installations have appeared around the location, although what they will show has not been revealed.
The activity was first noticed by a user on X, @LChenlz, who observed that Apple had started placing a number of tall, rectangular structures around the store's well-known glass cube entrance. The pieces remain hidden under black cloth and white protective wrapping.
Even so, their outlines strongly suggest they may be oversized models of the iPhone Duo, according to 9to5Mac's report. An update to the report included another view of the displays being put in place.
Marking iPhone launches with special decorations at its flagship stores has become a recurring practice for the company. In 2024, Apple lit the Fifth Avenue glass cube in Apple Intelligence colors for the iPhone 16 release. Last year, it put up giant "Pro" and "Air" displays at several locations.
Most recently, the company dressed the Fifth Avenue cube in burgundy, silver and blue to celebrate the launch of the iPhone 18 Pro last month.
One detail stood out: there did not appear to be a line outside the Fifth Avenue store yet. Customers have reportedly begun queuing at other Apple locations, however.
Apple has also set out how the launch will work in stores. Its US retail locations will have a limited supply of iPhone Duo units available to walk-in customers on Friday. In several other markets, including mainland China, Japan and France, stores will only offer in-store pickup for orders that were placed online.
With the launch still a couple of days away, 9to5Mac published an in-depth review of the iPhone Duo earlier this week.
