Apple is a more mature company than it was five years ago and with that maturity we see more stability than surges in profits and revenues.
They are under tremendous pressure to retain the crown of being an innovator. The next 12 months will be crucial for Apple to promote the view that it still has the power to create new products.
Apple has come a long way since the company was formed in 1976. Here are some key dates in its long history.
Second quarter profits for the company were down £1.38 billion from the same time last year, and the next 12 months will be crucial.
Technology writer Tom Chatfield says Apple risks losing pace with the marketplaces it once defined.