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Apple Watch sales growth is male sex videos"off the charts" this holiday season, according to Apple CEO Tim Cook.

"During the first week of holiday shopping, our sell-through of Apple Watch was greater than any week in the product's history. And as we expected, we're on track for the best quarter ever for Apple Watch," Cook told Reuters in an email.

Cook stopped short of actually revealing any sales figures for the Watch, which was upgraded to "Series 2" in September, alongside a new Nike-branded, sports-centric variant.

This is not surprising: The company has never revealed any sales data for the Watch, bundling it with the "other products" category in its earnings reports. There have been quite a few attempts to extrapolate what this means in numbers, but the truth is that any of those attempts could be a few million units wrong either way.

Cook's comments come after reports that the smartwatch market is shrinking fast. On Monday, analytics company IDC released a report which claims that Apple Watch's market share has plummeted, from 17.5 percent in the third quarter of 2015 to 4.9 percent in the third quarter of this year.

However, that report does not account for Watch sales in the holiday season, nor the sales of the updated, Series 2 Watch version, so it's quite possible that Watch has experienced a big sales bump in Q4.

Apple is not known for shyness when it comes to boasting about sales data for its most successful product categories; perhaps now that the Watch is breaking records, Apple will finally tell us how many Watches it has sold.

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