Apple's stock sits five cents below its 52-week high this morning, as analysts digest its million-selling video initiative.

The company remains in the limelight, with leading stock market players gleaming at its success. Dan Sullivan, editor of The Chartist, recommends buying shares of Apple Computer because it has consistently outperformed its peers this year.

Apple's stock has climbed 110 per cent since Sullivan picked the shares in November 2004.

Adventures in video

The company's new adventures in video have raised interest in the company, with Analysys analysts saying: "The purpose of Apple's launch of this iPod is to probe the market," but warning that market success requires technological and content problems be ironed out.

Analysys believes higher-capacity devices with larger screens; a wider range of movies and flexible pricing models will help Apple achieve its aims.

Apple selling 2m songs every day

American Technology Research analyst Shaw Wu also continues to be optimistic. Pointing to a generally disappointing technology sector, he said: "When everyone else is slowing and you're not, it means share gains."

He also estimates Apple is selling an astonishing two million songs each day through its recently-expanded iTunes service.

Wu also observed that Apple's management seems eminently capable of delivering accurate estimates of business performance: "One of the few quality names out there with pretty high visibility," he told Reuters.

Execs win more reasons to smile

Apple's senior management have been tasting - and benefiting - from success. October saw Apple chief financial officer Peter Oppenheimer sell shares valued at tens of millions of dollars.

He's not the only one: former CFO Fred Anderson and others also sold shares, netting millions from their own success.