They dominate the premium market. Tim Cook, as CEO of a public company, is incentivized to deliver shareholder value. Entering this market with a good product

They dominate the premium market. Tim Cook, as CEO of a public company, is incentivized to deliver shareholder value. Entering this market with a good product does just that. Beyond that, this is an entry point for people to use Apple products. It can be bridge to get this consumer to buy more premium hardware and software later on.