>> a company's attention shouldn't be so limited as to essentially make them forget to collect this additional revenue.

For a publicly-traded company all that matters is stock price. One would assume that collecting revenues has a direct impact on that price, but we are not in so rational a world. Today it is all about growth potential rather than current revenues. Apple could be turning huge profits on laptops, but if they see that as a mature market then they will and must ignore it.

Given Apple's grip on users, they may even see laptops as a competitor to their iPhone business. Time on the macbook is time not on the iPhone. The intent may be to transition all macbook devotees away from lap/desktops altogether.