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Apple CEO Tim Cook, no stranger to rivalry trolling, invokes Duke-UNC to promo watch

At Apple's Spring Forward event Monday, the new Apple Watch was the star of the show, as CEO Tim Cook announced details of the company's latest smart device.

It's no secret Cook is a huge college sports fan and that was on display again in San Francisco, where he -- while discussing the watch's alerts -- displayed a recent basketball score that is near and dear to his heart.

Cook, you see, received his master's degree from Duke's Fuqua School of Business and isn't shy about his love of Blue Devils basketball, as you can hear from Monday's event.

Tim Cook is a Duke alum who runs Apple. Watch how he showed off the hot new iWatch today... Honored! 🔥🔥

A video posted by Duke Basketball (@dukeblueplanet) on

Cook, a native of Mobile, Alabama, who received his undergraduate degree from Auburn University, is also not shy about which side he takes in one of college football's most heated rivalries. The 1982 Auburn grad attended the school's last two national title game appearances and said he has "so much Auburn memorabilia, you might think it’s the California outpost of J&M and Anders." In fact, Cook's college sports fandom is right there in his Twitter bio for his million-plus followers to see.

In December 2013, just a couple of weeks after the famous Iron Bowl of them all -- the "Kick Six" game in which the Tigers used the final second to return a missed Alabama field goal 109 yards for the game-winning touchdown -- Cook trolled Tide fans by declaring in an awards speech at the United Nations that he's going to keep his remarks brief ... but that he might ask for an extra second at the end, "because we all know how much of a difference that can make." (Watch the joke here)

And when the iPhone 6 devices went on sale in September, an Alabama fan waiting in line in California -- the Iron Bowl rivalry truly has no borders -- yelled "Roll Tide!" at Cook, who as an Auburn man through and through responded the only way he knew how.