Apple Watch is coming in April.

That was the message from Apple Chief Executive Tim, as he clarified the timing of the company´s first all-new product since it introduced the iPad in 2010. Previously, Apple had said only that the Watch would be available in “early 2015.”

As it did with the iPhone and the iPad, Apple is coming a little late to an emerging product category with an offering it hopes can define the segment. Apple’s competitors have rolled out smartwatches in recent months, but the category has struggled to take off among consumers who question why they need yet another mobile device.

Apple took the wraps off the watch in September, demonstrating its fitness- and health-monitoring capabilities. Apple has said the device will come in three basic models with a wide selection of straps. It needs to be paired with an iPhone to send and receive data.

Apple has said that Apple Watch will start at $349. But many questions remain, including how much higher end models – some of which will include gold – will cost, and whether Apple or independent developers will identify a “killer app” that will entice users to buy it.