Apple on Friday started accepting advance orders for its first new product line in five years, a wrist-worn device that's designed to display notifications and run apps from the iPhone. But as quickly as Apple began accepting early orders ahead of the April 24 release date, some launch day supplies ran out. An hour later, the company's site indicated new orders of many models wouldn't ship until the summer.
Among the many variations of the Apple Watch and its accompanying bands, Apple's US website indicated those colored with black wrist straps, and those with grey cases, were among the first to sell out of initial quantities. Meanwhile, the most expensive Apple Watches, made with gold, indicated they would ship at least a week after other versions. Less than a half hour after the devices went on sale, those shipments slipped to as late as August, depending on the model.
Dave Starling, technology chief at mobile video startup Seenit in London, put his order in for an Apple Watch with a black wrist strap, only to learn he wouldn't receive his till June. "The delay is not unexpected, so not that annoying," he said, adding he's looking forward to not having to pull his phone out to check email while commuting.
It's hard to gauge how much of the sellout is due to low supplies or high demand. Apple's ordering website did appear to have some difficulty accepting the first preorders, potentially because of high traffic to Apple's site. Apple is only allowing customers to buy two watches at a time.
Investors and enthusiasts alike are watching closely. The Apple Watch represents CEO Tim Cook's first step into a new product category and takes the Cupertino, Calif. company beyond the computers and mobile devices that have helped it become the world's most valuable brand. Cook, and a design team led by Jony Ive, started working on the smartwatch right after the 2011 death of co-founder Steve Jobs, who helped create many of Apple's most iconic products, including the iMac computer, iPod media player, iPhone smartphone and iPad tablet.
Cook needs the Apple Watch to be a win not because Apple needs the money -- sales of the iPhone and iPad account for 81 percent of revenue, and earnings from the devices last quarter helped Apple beat the world record for quarterly profit. Instead, company fans -- and critics -- are looking to how well the Apple Watch does as a sign of whether Cook and his team are still as innovative without Jobs' influence over product design.
The watch is different from any other device Apple has sold in a few important ways. There are more options to choose from, with stainless steel, aluminum and gold finishes and six watchbands -- it's a more personal, fashion-centric gadget, since it's worn on the body. Apple also plans to sell its smartwatch differently than its popular iPhones and iPads. Customers won't be able to walk into a store and buy the device. Instead, all purchases will be made online, with customers able to set appointments at the retail stores for fittings.
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