I didn’t write a lot about Apple in 2023, despite its immense wealth and the hold it has on the consumer tech zeitgeist. That’s partly due to the fact that releasing “remarkable” new devices has become rather unremarkable for Apple by now. I can also blame Elon Musk’s shenanigans and Open AI drama for being vociferous headline hogs, sucking in much of the available attention. 

Not even its latest financial results, published in November (for its fiscal fourth quarter ending September), got a look-in in my column. Apple’s quarterly revenue at that point was just shy of $90bn, a 1% shave year on year. On the other hand, quarterly earnings per diluted share rose 13%. ..

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