Apple has reported the largest quarterly profits ever made by a public company - $18bn (£11.8bn). Here's why Apple fortunes are so rosy...
Apple Is Following The Crowd
Apple unashamedly followed the crowd by launching its big-screen iPhone 6 and 6 Plus devices.
For years Android users had big-screen options, but Apple users had to wait until 2014 for the large display experience.
It has paid off - technology reviewers loved it and so do the customers: Apple sold 34,000 iPhones in every hour of every day in final quarter of 2014.
It Has Finally Cracked The Chinese Market
A deal struck more than a year ago appears to have been key to Apple's record-breaking quarter.
In December 2013 it began to offer iPhones through China Mobile, the world's largest mobile network.
The deal followed months of meetings between executives at the two companies.
The move meant that the network's 700 million customers suddenly had the easy option of switching to Apple's flagship phone.
As a result, sales rose by 70%.
Apple Is Bringing New Customers On Board
Market trends show that when people pick a side - Apple, Android, Windows Phone, or BlackBerry - it's incredibly difficult to get them to change.
But the iPhone 6 and 6 Plus has seen the highest number of first-time Apple buyers since the original iPhone was released in 2007.
It may be because some reviewers believe it is the most complete iPhone to date - one called it the "perfect smartphone".
It No Longer Thinks It Knows Best
For years Apple executives balked at giving customers too much control over their devices; the app store's walled garden is a perfect example.
But that is starting to change - customers were given a choice of two different sizes of iPhones, the keyboards are finally customisable, and widgets can finally be added to the home screen.
There's more to come; the new Apple Watch will come in a variety of design combinations.
Customers appear to like having the extra control over their devices.
It's Putting People In The Picture
Commentators have started to suggest that while the phone itself is a great piece of design with slick software, the biggest plus of the iPhone is its camera.
Lens and camera specialists DxO Labs named the iPhone 6 as having the best camera of any smartphone.
Some rival phones have higher numbers of pixels, or better focusing technology, but as an overall package the consensus is that the iPhone camera is best.
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