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Best Buy CEO boasts about Apple Watch sales and the retailer’s plans to sell more

Apple isn’t telling tales when it comes to Apple Watch sales, but according to Best Buy CEO Hubert Joly, demand for the wearable is high both in stores and online. In fact, Best Buy plans to bring the watch to more of its stores ahead of the holiday season to encourage more purchases, reports Fortune.

“Demand for Apple Watch has been so strong in the stores and online,” Best Buy CEO Hubert Joly told Wall Street analysts on a conference call. By the end of September, Joly plans to have the Apple Watch on sale at all 1,050 of Best Buy’s stores. On August 7, when the retailer first started selling the watch, Best Buy was more conservative in its plans to carry the device in stores. The company originally intended to have the Apple Watch in stock at just 300 stores by the holiday season.

Related: How to buy an Apple Watch

Surprisingly high demand for Apple’s first wearable prompted Best Buy to ramp up its efforts to get the device on store shelves. Although Joly didn’t offer up any sales figures for the Apple Watch, his statements seem to corroborate Apple’s earlier boasting about strong sales. Other analysts have taken a more negative view on Apple Watch sales. Some have even cut sales forecasts, and others say that demand has dropped and will continue to decline. Until Apple gives the official numbers, the Watch will remain an unknown entity.

Additionally, Joly said 740 Best Buy stores will soon feature improved Apple sections with better displays for new iPhones, iPads, Apple Watches, MacBooks, and so on. Joly also hinted that the retailer could become an authorized service provider for Apple products. Testing will kick off in 50 stores and could expand if it becomes popular.

As previously rumored, Best Buy will offer AppleCare warranties to its customers this quarter. Although the exact date is unknown, it seems likely that Apple Care plans would arrive around the same time as the iPhone 6S and 6S Plus, which are expected to arrive in September.