Apple has deliberately taken a cautious approach to debuting its first wearable, preferring to see how people interact with the Apple Watch and ensure that the device meets the company’s high quality standards instead of initially ramping up production.

On Friday, customers flocked online to pre-order the Apple Watch, generating a shipment backlog that quickly stretched into June. Pre-ordered Apple Watches were initially scheduled to arrive on April 24, the same day the device goes on sale. Last week, though, Apple said the Apple Watch can only be purchased online during its initial sales period, a time frame the company didn’t define.

While some people may question if Apple underestimated demand for its smartwatch, Apple realizes the device is part of a new product category that requires a different sales approach, said Ramon Llamas, research manager for wearable and mobile phones, at IDC.

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