With Nokia’s Lumia launch last week, the Finnish company announced what look to me like the best pieces of hardware they’ve ever released. Despite that, its stock took a tumble and drop quite a heavy percentage, before regaining a little of it by day’s end.

So, when Apple announced the iPhone 5 nobody was sure if it would impact positively or negatively on the Cupertino-based tech outfit. Pre-order day is here (2 days after announcement) and Apple’s stock has hit another all-time record.

At 11:24am Eastern time, it hit just under 695, indicating that it’ll creep over the 700 mark for the first time in the company’s history in the not-too-distant future. Right now, Apple is worth over $650 billion. And is the undisputed number 1 when it comes to most valuable companies in the world.

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