With just a few weeks until the launch of the iPhone 5 the financial world is falling over itself to lavish its dollar-signed eyes on Apple, with city traders pushing its share price up to a staggering $665, helping smash some old tech records in the process.
The share price signals a dizzying new high for Apple of a market valuation of around $624bn, and means that, ignoring that pesky thing known as inflation, it has passed Microsoft's record set in 1999 of $616bn during the dot-com boom.
It's an incredible rise for Apple. At the start of 2012, the firm's share price was a not inconsiderable $411. Over the course of the year, which has seen the release of the new iPad and several shiny new MacBooks, it has rocketed by $254 per share.
No doubt plenty of investors are bashing away at their calculators this morning working out their earnings, while many more will be hoping the iPhone 5 launch, expected on 12 September, will cause it to surge once again.
Some analysts have even tipped the firm to reach the mythical $1,000 per share market, although this is still some way off, and the value of shares can go down as well as up. But, at the present trajectory, it could well happen at some point in mid-2013.
Not that Apple does any of this for the money, though. Oh no, becoming astronomically wealthy is just a handy side benefit, as chief design guru Sir Jony Ive explained earlier this year.
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