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Apple Prices, Profits Spike

iTunes, iPhones, iPods and computers all move briskly as company reports $3.4M Q1 profit

Business just keeps getting better for Apple.

The trendy technology company reported a net profit of nearly $3.4 billion Monday for its fiscal 2010 first quarter, which ended Dec. 26, on revenue of about $11.9 billion.

Both figures were up over the same period a year ago, as was the company’s gross margin, which was 41 percent in the quarter compared to 38 percent for Q1 2009.

Driving these results were sales of Mac desktops and notebooks (up 33 percent year to year), as well as iPhones (up 100 percent to 8.7 million units sold).

In fact, even when Apple loses, it still wins. This was evidenced by its iPod business, which actually dropped 8 percent to 21 million music devices sold in Q1. However, with consumers paying a premium for the newer iPod Touch models, the average price on each transaction increased 9 percent.

Meanwhile, during a conference call with investors, Apple CEO Steve Jobs noted that the company’s iTunes store sold record numbers of film and TV downloads during the quarter. Numbers were not broken out for that category.

“If you annualize our quarterly revenue, it’s surprising that Apple is now a $50 billion-plus company,” Jobs said. “The new products we are planning to release this year are very strong, starting this week with a major new product that we’re really excited about.”