If you were planning on just strolling into an Apple Store and picking up a new Apple Watch on release day, you’re going to be sorely disappointed. According to a report from PC Magazine, Apple recently confirmed that quantities for the Apple Watch will be so limited on release day that there will be no opportunities for walk-in purchasing. The next-generation smart watch hits stores on April 24.

As most of us have learned over years of iPhone and iPad unveilings, Apple release dates tend to be huge events. Customers camp out and line up in front of Apple Stores nationwide, just for the chance to be among the first people to purchase a new Apple device. And while stock of new iPhones or iPads generally goes quickly, it’s unprecedented for Apple not to allow any kind of walk-in purchasing on release day.

A new precedent is being set with the Apple Watch, though. If you plan on picking up the new device at an Apple Store on April 24, you will have to have some sort of “online reservation” set up to do so. Of course, Apple cannot control what other retailers are doing, and it’s certainly possible that walk-in purchases will be possible at other stores. Customers can also pre-order their watches online and have them shipped directly, in order to avoid all of the in-store madness completely.

Writing for PC Magazine, David Murphy theorized that Apple is changing up the way it is doing things with this release because the Apple Watch requires so much customization. With an iPhone, there are a few colors to choose from and a handful of different storage configurations, but it’s pretty easy to walk into a store and tell a sales representative exactly what you are looking for in a sentence or two.

With the Apple Watch, there is a good deal more personalization involved in the transaction. Apple has three distinct “collections” for the device (Watch, Sport, and Edition), each built with different materials. Each collection, in turn, comes in a variety of colors, with different bands available depending on the consumer’s tastes. In short, it’s more difficult for Apple Stores (or any stores, for that matter) to guarantee that they will have every single variation of the device in stock on release day. Hence the need for pre-orders and online reservations.