Apple Watch sales beat iPhone, iPad through 9 weeks, CFO Luca Maestri says

Though Maestri declined to give specific numbers when speaking to the New York Times, his comment does provide some context for Apple Watch sales data which Apple has otherwise kept closely guarded. The iPhone sold around 1 million units through its first three months, and just over 3 million iPads were shifted in the same length of time.

Combined with 56-percent sequential growth in revenue for Apple's "Other Products" category —  which includes the Apple Watch along with the iPod and Apple TV —  Maestri's comment suggests that Watch sales have been better than many expected. Apple has chosen not to reveal exact sales figures.

Even with only 3 million units sold, the Apple Watch is easily the best-selling smartwatch yet and has quickly put a chokehold on the market. Rival smartwatch makers are thought to have shipped just over 4 million devices in all of 2014.

Analyst expectations for first-year Watch sales were all over the map before the device's launch, ranging from 5 million to 20 million and sometimes more. Apple is poised to reach toward the upper end of that spectrum if Watch sales continue at this pace, especially with the wearable likely to be a popular gift choice for the holiday season.