These produce an income stream which, while a declining share of the company's total revenue, is useful for funding the expansion into other financial services.

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In 2008, in an effort to make the results more robust and truly reflective of the actual top innovators, we supplemented those choices with three financial measures: three-year total shareholder returns (TSRs), three-year revenue growth, and three-year margin growth.

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Chief financial officer Peter Oppenheimer said that even as the economy slowed, US sales increased quicker than total revenue.

BBC: Apple sees profits beat forecast