Apple’s relentless focus on innovation and integration across hardware products, software and services has propelled brand to its highest ever quarterly revenue despite the challenges of the COVID-19 pandemic, according to the technology giant’s Chief Executive Officer, Tim Cook.

The view from the top

On the company’s Q1 2021 earnings call in late January, executives revealed the drivers of Apple’s record breaking revenue.

1. Doubling down on digital services: Driven by a COVID-era boom, Apple’s reached an all-time revenue record of US$15.8 billion and set all-time records across the App Store, cloud services, Apple Music, advertising, AppleCare, and payment services...