The article makes the assumption that every company's primary goal is unit market share. While that is the conventional wisdom, and could very well be true for most of the players in the mobile phone industry, I don't think it is Apple's anymore.<p>Note the graph at <a href="http://tech.fortune.cnn.com/2010/09/21/pie-chart-apples-outrageous-share-of-the-mobile-industrys-profits/" rel="nofollow">http://tech.fortune.cnn.com/2010/09/21/pie-chart-apples-outr...</a> . Apple commands 39% of mobile phone industry profits. This is 39% of ALL mobile phones, not just smart phones. I'm simply astounded Apple can do this with just 2.8% unit share.<p>Why do I mention this? Because, IMO, the end goal of a business is to generate profit, not popularity.