I am sick of hearing all around things like:
Hey, Apple hardware/software is awesome, but is too pricey! They should lower their prices and then sell millions and crush everyone! And then masses could bathe everyday in Apple goodness!
Apple cares less about market share. Apple cares about profit by relying on excellence.
It’s just like exotic cars. Of course Porsche, or Ferrari, or Aston Martin, or Bugatti, whatever would sell more of their cars if they divided their price by two or three. But nobody wants that, not (e.g.) Porsche nor their customers. Porsche wants to make the very best cars and make profit selling them, customers want the very best cars and pay the matching price. Excellence is much more than the simple sum of its parts, and is therefore paid (exponentially) more, but without that hefty price tag, there would be no will of attaining excellence from Porsche, nor exigence of excellence from their customers.
Apple works just the same, only it’s just not the same playground.