Why smartphone marketshare is overrated… and not Apple’s top priority
If you listen to the pundits, Apple really messed up by not making the iPhone 5c more affordable. The underlying assumption by those so quick to second guess Apple’s iPhone 5c strategy is that Apple is losing the marketshare war with Android. Consequently, the reasoning goes, Apple needs to churn out some cheap devices (and quick!), flood the market and gain some of those elusive marketshare points back.
Apple, however, doesn’t let marketshare be the overarching metric that guides its business strategy. Indeed, it’s somewhat bewildering that analysts who get paid to make sense of the tech industry so often lose sight of the fact that marketshare in and of itself is not the be all and end all.