Jamie Carr Columnist

The world’s largest public company continues to sweep away all before it, rampaging around the world like the bastard spawn of Genghis Khan and Alexander the Great. The company ended the week at a mind-warping valuation of US$931bn, and it would be a brave punter who bets against the company breaking into lucky 13 figures in the not too distant future (causing all manner of discomfort to those whose calculators are insufficiently furnished with digits). Tim Cook has taken the helm from his mentor, Steve Jobs, and proved that you don’t need to be a maniac to run a successful company. He has been criticised for failing to introduce any killer new products, but has certainly been making the most of the products Apple has, and the last quarter was the first in which the top-of-the-line iPhone was the biggest seller. Considering that the iPhone X comes in at a cheeky $999, Apple has achieved the considerable feat of producing a cohort of admiring customers who are about as price sensitiv...

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