April 9, 2015 9:01 AM EDT

Apple expects consumer demand for the upcoming Apple Watch to “exceed our supply at launch,” Apple Vice President of Retail and Online Stores Angela Ahrendts said in a press release Thursday, one day before pre-orders for the new device begin.

Ahrendts went on to say that shoppers interested in the Apple Watch will at first only be able to place orders for the device online. Still, shoppers can schedule Apple Store appointments to get hands-on time with the Apple Watch before deciding to buy the device, which marks Apple’s first wholly new product under the tenure of CEO Tim Cook.

Via Apple:

Apple Watch preorders will begin at exactly 12:01 a.m. Pacific time Friday, the company says. Shoppers who pre-order an Apple Watch can expect to have their device shipped April 24.

Write to Alex Fitzpatrick at alex.fitzpatrick@time.com.

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