the high-end market disappears Or the whole market for things called "computers" is growing, and the high-end market is just growing slower than the rest of it

the high-end market disappears Or the whole market for things called "computers" is growing, and the high-end market is just growing slower than the rest of it. This doesn't mean that the high-end market is doomed. It might just be growing at a slower rate. You may ask: Why doesn't Apple then try to get into a business that is growing faster? The answer is: Sales growth is not the metric. Any business can boost sales by lowering their profit margin. (Old-school dotcoms used to grow like wildfire by giving the product away below cost and hoping to make it up in volume.) What matters is profit growth.