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per­spec­tive.” Most in­dus­try an­a­lysts and Ap­ple­watch­ers agreed that the thin­ner and lighter iPad Air 2 is far ahead of its com­peti­tors, with its in­dus­try lead­ing anti-glare dis­play and sig­nif­i­cantly faster pro­ces­sor. Ap­ple has sold over 237 mil­lion iPads since 2010, but sales in the first half of 2014 show a 13% de­cline since last year. “We’ve only been in this business four years, we don’t re­ally know what the up­grade cy­cle will be for peo­ple,” said Cook.

Sell, sell, sell

Ap­ple’s Mac sales con­tinue to gather mo­men­tum, with IDC plac­ing Ap­ple in the top five global PC ven­dors for the first time. “I’m sure that some peo­ple looked at the Mac and iPad and de­cided on a Mac,” said Cook.

Ap­ple’s up­dated £399 Mac mini boasts 90% faster graph­ics, Thun­der­bolt 2, 802.11ac Wi-Fi and is the world’s most en­ergy ef­fi­cient desk­top – con­sum­ing just six watts of power when idle. With the price cut, which drew im­me­di­ate at­ten­tion to the sub-£400 Mac, Ap­ple shows that it knows this is the most ac­ces­si­ble route into the Mac ecosys­tem. The more ex­pen­sive re­leases il­lus­trate Ap­ple’s at­tempt to of­fer an

“The new iMac…is the

most in­sanely great Mac we’ve ever made” Ap­ple's Phil Schiller

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