The watch was announced in September and gave Cook the first opportunity to use the “one more thing” phrase. The watch is perhaps the first all-new Apple product conceived under Cook’s management and his expectations are high.

“I’m using it every day and love it and can’t live without it,” Cook said in the company’s latest quarterly call.

Even without the watch, Apple is doing just fine, with another record quarter. Bullish analysts expect Apple to sell as many as 10 million Apple Watch units this year, with sales of up to 2.8 million units in the first quarter of sales.

However, battery life remains a concern. Rumours suggest the Apple Watch probably won’t manage to pull ahead of Android Wear devices in the battery department, but if the analysts are right, it could overtake Android Wear in terms of shipments as soon as it launches.