Apple’s new smartwatch is believed to be selling out hours just after going on sale in the United Kingdom, with more than a quarter of the 38 style options already gone off the shelves and removed from pre-ordering, City AM reported on Saturday.
Two of the sold-out styles are the most expensive model, which cost a hefty £13,500. A further eight are mid-priced watches with leather straps in various colors, which at the time of publication, were no longer available.
Apple warned on Friday that demand would exceed supply of the wearable devices - however, the exact amount of supply was not disclosed by the often secretive company.
For its first foray into the wearable market, the tech company has limited purchases to online-only at launch, avoiding the attention of huge queues - or lack of them - outside Apple Stores across the world.
But despite its best efforts, some queues were seen at a few stores around the world as eager fans waited to have a nosy at the watch in real life. Apple Stores and a selection of high-end luxury boutiques, including Selfridges in London, will have the watch on display ahead of the anticipated arrival in store for purchase.
Those ordering in the UK online today have been promised delivery from April 24. But some people purchasing online reported estimated delivery times as late as August, raising questions about just how limited Apple’s supply is, and its ability to deliver on demand.
Apple has been known in the past to under-supply quantities of its electronics to boost demand for their items. It’s not known if they have employed this tactic in the United Kingdom, but considering the tepid response online it is likely they are generating media hype by undersupplying the product.
