UPDATE 2-Apple plans 40-50 store openings in 2010

* More than half of new stores will be outside U.S.

* Apple retail exec sees good holiday selling season

* Shares slightly higher (Adds comments from executive, background, byline)

By Clare Baldwin

NEW YORK, Nov 12 (Reuters) - Apple Inc (AAPL.O) said on Thursday it plans to open 40 to 50 retail stores next year as the consumer electronics giant expands its reach to customers.

More than half of the new stores will be outside the United States, with new outlets planned in London, Paris and two in Shanghai.

Speaking ahead of a store opening in New York, Ron Johnson, Apple's senior vice president of retail, said the company expects the holiday selling season to be a good one.

Apple now operates 280 stores in 10 countries.

The stores, first launched in 2001, have proved to be hugely popular with consumers. Apple hosted 45.9 million store visitors during the September quarter, up 7 percent from a year earlier.