Apple has a reputation for delivering profit margins so fat they could be called obese. In late 2011, as the iPad began to replace laptops in briefcases and the iPhone 4S flew off the shelves, they ballooned to more than 44%.
In technology this is rare.
To compete, Apple has found ways to make its high quality products accessible to a wider audience, without lowering the tone. The iPad mini is hugely popular as an entry level tablet, but its lower price delivers a smaller margin. Ditto the iPhone 5C, pictured right, and, more significantly, the older iPhone models Apple keeps in stock for those who don't want to splash out on the latest models.
At a staggering
There is no cause for alarm. This is a far cry from the spiral of decline seen at HTC, the early pioneer of Android phones. BlackBerry is slashing 40% of its workforce and has put itself up for sale.
So who is helping themselves to Apple's profits? Samsung is forecasting record takings for its latest quarter.
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