Apple Inc expects tremendous interest for its new smartwatch and demand to outstrip supply as consumers get an up-close look on Friday at CEO Tim Cook's first major product.

The Apple Watch, which also marks the Cupertino, California company's debut in a fledgling wearable technology market, will be available for pre-order online and to try out in stores - but not take home.

On April 24, consumers will be able to buy it online or by reservation at retail locations including high-end fashion boutiques in Paris, London and Tokyo.

Based on recent customer interest at its stores, Apple expects demand for the watch, which allows users to check email, listen to music and make phone calls when paired with an iPhone, to exceed availability at launch, it said on Thursday.

Reviewers this week praised the watch, which also helps users monitor their health and exercise, as "beautiful" and "stylish" but gave it poor marks for relatively low battery life and slow-loading apps.

For women, the various sizes and wrist bands make this smartwatch more pleasing than earlier versions from Samsung Electronics (005930.KS) and others, said Kantar World Panel market analyst Carolina Milanesi, who has been wearing the watch for a few days.

"Is it for everybody? No, but I don't think any wearables are yet," she said.