Apple's high-end watch to start at $10,000

SAN FRANCISCO (Reuters) - APPLE (AAPL.NQ)Inc will begin selling its new watch on April 24, with the high end model starting at $10,000, the company said, rolling out its first new product in five years in a bid to extend its preeminence in mobile devices.

The Apple Watch sport will start at $349 for the smaller, 38-mm model. The standard version of the watch will start at $549 and the high end "Edition" watch will be priced from $10,000, Chief Executive Tim Cook said on Monday.

Apple shares trimmed earlier gains and were nearly flat in mid-afternoon trade on Nasdaq.

(Reporting by Edwin Chan and Alexei Oreskovic; writing by Peter Henderson; Editing by Bernard Orr)