The rise of Apple continues unabated

Positive results fuel feeding frenzy

The world's biggest Apple posted impressive numbers, claiming a 50 per cent jump in profit over the same quarter twelve months ago , in financials posted today.

The company posted revenue of $15.68 billion and an unholy profit of $3.38 billion for its first quarter of 2010, which, for Apple, ended on December 26, 2009

Gross margin was 40.9 per cent, up from 37.9 per cent in the year-ago quarter, the smug company proclaimed.

The buoyant Pomme managed to beat Wall Street's predictions, ahead of a hotly-anticipated product launch [Cough! Ed.], later this week.

Steve Jobs is said to have said: "The new products we are planning to release this year are very strong, starting this week with a major new product that we’re really excited about."

Sales of Apple Macs remained solid at 3.36 million during the quarter - a 33 per cent increase over the same period last year.

Unsurprisingly, iPhone sales weren't bad, at 8.7 million - a mere 100 per cent increase over last year's quarter.