Profits do matter more than market share. You can have 100% of the market and 0 profit margin, which makes you a giant break even company - a hamster wheel. At

Profits do matter more than market share. You can have 100% of the market and 0 profit margin, which makes you a giant break even company - a hamster wheel. At that point a lemonade stand with $0.25 in profits is a more profitable/successful business. Apple only does what is going to be long term profitable for them because that is the most sustainable way for them to run their business. They've been around long enough to learn that lesson. Many pundits haven't. If it don't make dollars, it don't make sense.