Not an economics expert at all, but what happens if profit per unit is still more significant? Maybe Apple is targeting something like:

Total Profit = Volume * Profit Per Unit

So even though Volume is smaller because units are more expensive, the increased markup increases the total profit and that's the reason why they are getting ~90% of the profits in the industry. This idea makes more sense to me considering guidance for the next quarter won't include volumes.

Is there any reasoning behind only targeting volume that I am unaware of? Genuine question.