I don’t think Apple would actually want to grow their global market share beyond 30% or so. It would start eating into the brand’s premium image, and more impor

I don’t think Apple would actually want to grow their global market share beyond 30% or so. It would start eating into the brand’s premium image, and more importantly, would invite more uncomfortable antitrust attention. They’re really at a sweet spot here IMO in the mobile market: not too big, not too small (like the Mac used to be in 1995-2005). It’s better for the company if revenue growth comes from services, high-margin computers (like the Mac Studio) and new devices rather than selling more phones.