Apple confirms Apple Watch orders are online-only at launch

The rumors were true: Apple today confirmed you won’t be able to buy an Apple Watch in-store during the launch period. The online-only ordering system also means that you won’t have to physically wait in line.

Apple also today proclaimed it is expecting Apple Watch demand to outstrip supply. In other words, Cupertino has a new product category on its hands, and it’s prepping the “sold-out” banner.

“Based on the tremendous interest from people visiting our stores, as well as the number of customers who have gone to the Apple Online Store to mark their favorite Apple Watch ahead of availability, we expect that strong customer demand will exceed our supply at launch,” Angela Ahrendts, Apple’s senior vice president of retail and online stores, said in a statement. “To provide the best experience and selection to as many customers as we can, we will be taking orders for Apple Watch exclusively online during the initial launch period.”

It’s not clear how long the launch period will be, though Apple will likely adjust it based on how sales go. We expect that by sometime in May, you’ll be able to get an Apple Watch in store.

You can preorder the Apple Watch through Apple’s online store starting at 12:01 a.m. PDT on April 10. The devices will start shipping on April 24.

While the Apple Watch won’t be available for purchase in Apple’s retail stores, you’ll still be able to try one on in stores across Australia, Canada, China, France, Germany, Hong Kong, Japan, the U.K., and the U.S. Furthermore, Galeries Lafayette in Paris, Isetan in Tokyo, Selfridges in London, and select Apple Authorized Resellers in Japan and China will also let you put the device on your wrist. On April 24, this list will expand to boutiques in major cities including colette in Paris, Dover Street Market in London and Tokyo, Maxfield in Los Angeles, and The Corner in Berlin, as well as more Apple Authorized Resellers in China and Japan.