The big story

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