Apple secured huge revenue this quarter, in the thick of a recession. Steve Jobs commented, “Even in these economically challenging times, we are incredibly pleased to report our best quarterly revenue and earnings in Apple history—surpassing $10 billion in quarterly revenue for the first time ever.”

Not too shabby Apple. What’s more impressive is the staggering 91% market share Apple secured in the premium computing market (machines over the $1000 threshold).

Apple sold 2.6 million Macs during the third quarter, representing a four percent unit increase over the year-ago quarter. They sold an amazing 10.2 million iPods, representing a seven percent unit decline from the year-ago quarter, and iPhones sold were 5.2 million, representing 626 percent unit growth over the year-ago quarter.

Some of the things working for Apple:

• OS X, iLife and hardware design differentiate Macs from PCs
• Most households have Windows PCs — so a Mac is something fresh, new
• Most Windows PCs come with Vista, which has gotten lots of bad press
• Apple retail stores offer a singular purchasing experience and amazing one-to-one support
• Apple excels at lifestyle marketing; there is a Mac lifestyle
• Sales halo effect from satisfied iPod and iPhone customers help Mac sales
• Design priority: Apple emphasizes different features, such as super long battery life for MacBook Pro, than most Windows OEMs
• iPhone 3G/3GS, the App Store

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