Apple has beat all expectations as it sailed through the economic crisis as it would in boom time. The Tech Major made loads of money with its “Mac” PC’s and “iPhones”. iPhones are said to be margin winners in its portfolio that pulled the operating margins dramatically up.

Apple reported its net profit of $1.23 billion for the third quarter, up from $1.07 billion for the period a year ago. Macs and iPods have contributed generously towards the revenue and bottom-line, while iPods seem to have missed out on the action this season, with sales just up to the expected levels. Apple had sold 2.6 million of its Mac PC’s and 5.2 million of its iPhones during the second quarter.

The quarter had seen a rise in component costs that led to apprehensions regarding Apple’s ability to maintain its margins. The speculation was further fuelled by its decision to cut prices on Mac’s and the current version of iPhones as it introduced the 3GS phones. However, Apple cruised along with 36.3% operating margins, keeping its operating costs low.

Apple’s iPhone found itself pitted against rival Nokia’s N97 and Palm’s Pre Smartphone on the high end 3G market. However, both of these models haven’t been able to live up the standards, features and applications of the iPhone. For instance, Apple’s App Stores sell their iPhones not just on device specifications and features but puts the applications available on different models on display for the consumer to choose from. The App Store offers over 65000 programmes with millions of applications being downloaded by consumers.

The edge that Apple has over its traditional rivals is that Apple has control over its hardware, software and the service component, as against phone makers depending on common software or on outsourced services. Further, Apple manages to roll its products of Mac, iPod and iPhones as one package, keeping customers locked to its platforms.

Apart from its consumer market, Apple has also taken the corporate sector in its ambit with its iPhones. The company is planning on its iPhone expansion as it is working on having it on sale in China, the market that served as a saviour to many industries that would have otherwise got caught in the recessionary bog. With a superior technology that Apple says is “years ahead of competition” and having had a wonderful season in rough weather, Apple has taken off well ahead of its competition.