The sales records continue to fall for Apple, even in the face of growing concern that the brand is stagnant and has lost all creative hope of being different.

Apple announced recently that broke its own iPhone sales record with 78.3 million units sold during the holiday quarter, 2016.  With that big sales push, Apple’s sales revenues for the iPhone rose to $54.4 billion dollars during the holiday quarter, which is a $2.8 billion dollar increase from this time last year.  The 78.3 million units sold is also a 5 percent increase for the first fiscal quarter of 2017.

Not to shabby for a phone that most wrote off as being a shell of its former self.

While the iPhone is Apple’s bread and butter, there were other reasons for their record sales.  By revamping their MacBook Pro line, Apple saw an increase in sales in their PC division as well. In the company’s earning release, it was noted that Apple sold more iPhones than ever before, and also set all time revenue records for the iPhone, Services, Mac, and Apple Watch.

What that means is Apple is tweaking rather than overhauling, and that process seems to be working and most importantly gaining the attention of the consumer.

Other product sales, which includes Apple TV, Apple Watch, and Beats products provided $4 billion dollars in the quarter.  But that was actually an 8 percent decrease from a year ago.

It wasn’t all good news for Apple as, not surprisingly, the iPad also declined. A mere 13.1 million units were sold, which is a 19 percent decrease to go with a 22 percent increase in revenue, which dropped to $5.5 billion dollars.

Still, Apple has to be happy with its results. And, with its stock.

After the announcement of the record quarter, there was a 3% increase in trading of Apple shares.  Everything Apple did in this record quarter surpassed what was expected on Wall Street.  Adjusted earnings per share came in at $3.36, which beat analysts projections of $3.22 per share.  The $78.4 billion dollars in revenue for the iPhone also topped analysts estimates of $77.3 billion dollars.  Wall Street estimated Apple would sell 77 million iPhones during the holiday quarter, which ended up being less than the 78.3 million actually sold.  Projections for the Apple Services segment were estimated at $6.91 billion dollars, but came in at $7.17 billion. 

With the next iPhone being rumored to be in for a big change, since it will be the 10 year anniversary of the iPhone, Apple again could be shattering its own sales records in the near future.

Still worried about Apple and its future? Don’t be.