--- description: “Right now, demand is greater than supply, so we’re working hard to remedy that,” Apple CEO Tim Cook said Monday. title: Apple Is Making Watches As Fast As It Can image: https://static.time.com/v3/assets/bltea6093859af6183b/blta2d622020574947c/6987ed2435ba6ff527c0b180/470951756.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Apple](/tag/apple/) ## Apple Update your preferences in [Account Settings](/account/preferences/) Close # Apple Is Making Watches As Fast As It Can ## Video: Apple Watch Event In Under 2 Minutes [Watch (HLS stream): Apple Watch Event In Under 2 Minutes](https://cdn.jwplayer.com/manifests/b7He6KZp.m3u8) (1:55)  _Published 2015-03-09. The Apple Watch is the company's' first entirely new product category since the original iPad. It's a huge gamble for Apple and a test of the still-nascent wearable market._  by [Alex Fitzpatrick](/author/alex-fitzpatrick/)  ## Alex Fitzpatrick Update your preferences in [Account Settings](/account/preferences/) Close Apr 27, 2015 9:57 PM CUT  A new Apple Watch on display at the Apple Grand Central Station store on April 24, 2015 in New York. A new Apple Watch on display at the Apple Grand Central Station store on April 24, 2015 in New York.Don Emmert—AFP/Getty Images  by [Alex Fitzpatrick](/author/alex-fitzpatrick/)  ## Alex Fitzpatrick Update your preferences in [Account Settings](/account/preferences/) Close Apr 27, 2015 9:57 PM CUT Apple is [desperately trying](http://www.bloomberg.com/news/articles/2015-04-27/apple-is-rushing-to-increase-watch-supply-finance-chief-says "undefined") to make enough Apple Watches to meet demand, according to CEO Tim Cook. “Right now, demand is greater than supply, so we’re working hard to remedy that,” Cook said of the Apple Watch in an earnings call Monday. Cook’s comments came after Apple Chief Financial Officer Luca Maestri told Bloomberg the company is “working very, very hard to catch up from a supply standpoint — “keep in mind this is not only a new product but it’s an entirely new category.” Apple didn’t give an official count for how many Apple Watches it has sold so far, but [one estimate](http://time.com/3836472/apple-watch-shipping-times/ "undefined") by research firm Slice Intelligence says shoppers pre-ordered 1.7 million units. The Apple Watch launch has been an unusual one for the company. A two-week online preorder period began April 10, with the earliest shipping date advertised as April 24\. However, many early orderers have reported considerably longer wait times for their shipments. And unlike with new iPhones, which are available on launch day in Apple’s retail locations and through mobile carriers like Verizon and AT&T, the Apple Watch is almost exclusively being sold through Apple’s online store. Still, Apple has been apparently been playing a game of under-promise and over-deliver when it comes to Apple Watch shipment times. Many shoppers have reported via social media that their orders are shipping much earlier than Apple initially said would be the case. “We were able to ship more watches during this past weekend than we had anticipated,” Cook said Monday. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3837521/apple-watch-deliveries/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3837521/apple-watch-deliveries/"},"headline":"Apple Is Making Watches As Fast As It Can","datePublished":"2015-04-27T21:57:30.000Z","dateModified":"2026-04-13T08:04:57.285Z","description":"\"Right now, demand is greater than supply\"","url":"https://time.com/3837521/apple-watch-deliveries/","keywords":["Apple","Tech","Tim cook","Apple watch"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blta2d622020574947c/6987ed2435ba6ff527c0b180/470951756.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Alex Fitzpatrick","jobTitle":null,"url":"https://time.com/author/alex-fitzpatrick/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blta2d622020574947c/6987ed2435ba6ff527c0b180/470951756.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"US IT INTERNET LIFESTYLE APPLE","caption":"US IT INTERNET LIFESTYLE APPLE","creditText":"Don Emmert—AFP/Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/apple/","name":"Apple"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/3837521/apple-watch-deliveries/","name":"Apple Is Making Watches As Fast As It Can"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"Apple Watch Event In Under 2 Minutes","description":"The Apple Watch is the company's' first entirely new product category since the original iPad. 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