Greatness is earned over time, and Apple remains in a strong position to keep earning it, though swoons will be unavoidable.

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That puts most of the oil companies in a position where they are earning less than they did in 2007 and 2008, but are still well above the bottom of earnings in 2009.

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It's not a menial task and I think it's awful that we weren't put in that position where we could have been earning the same as a man collecting rubbish.

BBC: Pam Saunders