While visiting an Apple store in Palo Alto, California on Friday, the tech behemoth's CEO told CNBC that reaction to the smartwatch has been "extraordinary."
"Customers have been giving us great feedback and orders have been great, as well," Cook said.
Cook also showed off his watch of choice, a stainless steel model with a white band.
The heavily-hyped watch became available for pre-order early Friday morning and sold out online within hours. Buyers of some models won't receive their devices until May, while others will have to wait until July.
By mid-morning Friday, "Apple Watch" listings surfaced on eBay .
- Reporting by CNBC's Josh Lipton