I realised something today. The world is riddled with complicated questions with even more complicated answers. And it can feel crippling at times. But when it comes to computers, phones, smart watches, smart headphones and tablets there’s a simple answer to the question of what to buy: Apple.

We’re living in the Apple era. The Apple brand is universal and unparalleled. Their output is by far the most innovative and beautiful. They’re so dominant that its rivals often seem laughable in comparison. And whilst in certain details they aren’t always the best, on the whole they are.

In fact I’m struggling to think of a single comparative company in history. All the ones that come to mind dominated through monopoly, isolation or acquirement of rivals, not through technical brilliance.

I’m no Apple cultist (half my blog posts feel like they’re moans about the minutiae of Apple’s latest ‘failings’) and I say all this not to gush. But I say it simply because it’s nice not to have to waste time and thought about the subject of what brand to buy. 9 times out of 10 - if I can afford it - Apple is the answer. So I’m free to spend my brain power elsewhere on unsolved issues like the perfect ratio of cheese to cracker.

• APPLE