According to Apple, Apple Watch demand is sky-high.

Apple has confirmed reports that it’ll only accept online pre-orders for the new Apple Watch – none in-store. Apple says it expects demand will exceed supply at launch.

“We are excited to welcome customers tomorrow and introduce them to Apple Watch, our most personal device yet. 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,” said Angela Ahrendts, Apple’s senior vice president of Retail and Online Stores. “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.”

Starting Friday, April 10, you’ll be able to go into an Apple retail store and play with try on an Apple Watch, but if you like and and want to pre-order one – you’ll have to go online at 12:01 am PDT.

If you pre-order, your Watch will ship on April 24.

If you are looking to go try one on, it’s best you make an appointment. It’s not 100 percent necessary – but Apple suggests it. Which means you should just do it to avoid headaches.

Now, forget this obvious marketing ploy by Apple and go decide if the Apple Watch is really for you.