Apple does focus on marketshare, but a different market than most pundits look at. Even when they launched the iPhone Steve Jobs had a specific marketshare target (I think it was 1% or something).
The issue they have is that they've so dominated the US in marketshare with a great subsidy model that they've generated record profits. It's hard to come down from that to say, "well our profits will drop substantially, but we're happy at being 20% of the US market -- which is actually much better than our wildly successful PC market".
They can't afford to do that -- unless they have some magic up their sleeve.
The issue they have is that they've so dominated the US in marketshare with a great subsidy model that they've generated record profits. It's hard to come down from that to say, "well our profits will drop substantially, but we're happy at being 20% of the US market -- which is actually much better than our wildly successful PC market".
They can't afford to do that -- unless they have some magic up their sleeve.