Apple CEO Tim Cook Shows Off His White, Stainless Smartwatch in Palo Alto

Apple Watch pre-orders begin April 10, with prices ranging from $349 to more than $10,000.

Apple's CEO Tim Cook showed up in Palo Alto on Friday to talk all things "smartwatch," the day the company's newest product debuted for pre-order online and to test out in stores.

"It's been incredible," Cook told throngs of adoring fans at the Apple store on University Avenue, many snapping photos and stopping by to shake his hand. He listed off the country names where the smartwatch is being sold - Australia, China, France and the U.K, to name a few.  "Customers are giving us great feedback," Cook said.

And then he told CNBC reporter Josh Lipton the answer to the big question of the day: What color band does he prefer?

"I'm wearing the Apple watch, stainless, with the white fluoroelastomer band," Cook said. "I love it. I exercise in it." Cook added that he's got other band colors at home, too, because he "likes to change them out."

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.

The the wearable gadget ranges from $349 for a basic model to more than $10,000.

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