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Apple Watch: $349 for entry version, $549 for midrange; pre-orders start April 10

The entry-level model of the Apple Watch, the Sport, will start at $349, the company's CEO, Tim Cook, said on Monday. Pre-orders start April 10, and the device will be available in nine countries on April 24.

Another Sport version with a larger screen will run $399, while more expensive stainless steel versions range between $549 and $1,099. A luxury model crafted with 18-karat gold alloys will cost $10,000.

"Apple Watch begins a new chapter in the way we relate to technology and we think our customers are going to love it," Cook said.

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He announced details of the heavily anticipated device at an event on Monday. Apple shares were trading slightly higher on Monday afternoon.

Apple CEO Tim Cook announces the Apple Watch during a company special event at the Yerba Buena Center for the Arts on March 9, 2015, in San Francisco.
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Apple CEO Tim Cook announces the Apple Watch during a company special event at the Yerba Buena Center for the Arts on March 9, 2015, in San Francisco.

The Apple Watch, which Cook called the "most personal device" the tech behemoth has created, will have an 18-hour battery life. Users can receive calls and read emails on it, he said.

It also incorporates fitness functions like tracking exercise time and tallying workout metrics including calories burned, he said.

"It's like having a coach on your wrist," Cook said.

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The device also receives notifications that go to a user's iPhone.