If you have 1% market share and you grow to 2%, you have doubled your market share. That's the angle that Cook used. If the market leader has 90% market share

If you have 1% market share and you grow to 2%, you have doubled your market share. That's the angle that Cook used. If the market leader has 90% market share and they grow to 95%, they have grown a lot less than you relatively (so the minor player can claim they have grown the most) but they now own a bigger piece of the pie than they used to. This is why you should always be skeptical of anyone who uses relative numbers (growth) instead of absolute ones: the reality is probably that they have lost market share. Which is what we have seen Apple do compared to Android these past three years. You will notice that the early keynotes right after the iPhone and iPad came out were showing absolute numbers in shipments and dollars, and now, they just stick to percents and vague claims ("We're growing the fastest").