Apple CEO Tim Cook wears this Apple Watch model

apple watch white sport band
Credit: Apple

Apple chief executive Tim Cook's relatively modest choice of Apple Watch might surprise you.

Tim Cook is the chief executive of one of the richest companies in the world, and he can presumably afford whatever model Apple Watch he chooses, even the exorbitantly priced, $17,000 Apple Watch Edition with 18-karat gold.

Yet Cook told CNBC this morning that his Watch of choice is the comparatively modest ($549 to $599) Apple Watch with stainless steel casing and the white fluoroelastomer (read: funky plastic) sport band. Of course, he also uses a number of different Watch bands depending on his mood. And for all we know, Cook could also have the full lineup of pricey toys locked safely away in a Scrooge McDuck-esque vault, but we'll have to take him at his word for now.


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