Saying that Apple doesn't care about having the biggest market share is not the same thing as saying they are a niche or luxury maker. Markets don't always divi

Saying that Apple doesn't care about having the biggest market share is not the same thing as saying they are a niche or luxury maker. Markets don't always divide so neatly. There is a vast expanse between where competitors are sufficiently differentiated to maintain decent margins instead of sliding off into a slow spiral of beige doom. This is actually what the smartphone market looks like if you include everyone else or break down by handset vendor, but people seem to have an aversion to pie charts with more than two colors. It might be easier to understand if you say that Apple cares less about market share than the individual Android handset makers do. If Apple loses share to "Android", that's not that bad for them, because their profits are still astronomical. But who is "Android"? Google isn't making much money off of it, and none of the handset makers are making what Apple makes. They're stuck in competition with each other and their product is mostly the same thing. They're all trying to differentiate, but with what? The Sense UI? Bunding a copy of Avatar? NASCAR apps?