Besides, if they did win smartphone marketshare too hard, they risk regulation on the amount of control they enjoy of their platforms, which might harm their profits.
Owning the profit is great, but owning the market means longevity.
Apple "lost" the PC war because they were trying to sell slow computers for more money than the fastest available PCs. People bitch about the Apple tax now, but the premium for modern Macs is nowhere near as bad as it used to be. (And from the early signs, bang for the buck the M1 Macs are ahead of the PC industry)
Part of me really misses how fun an inventive hardware was between the 90s and mid-2000s. Things feel very stale these days and maybe M1 is the push that this industry needs to get innovating on new platforms again?
edit: if Dell or Lenovo would do an ARM variant of the XPS13 or X1C that was capable of running Linux, I'd buy the hell out of it.
All other 16 bit platforms were just like the Macs back then.
Virtually every mobile device today uses a touch-sensitive display (and a Unix-derived OS)... like the iPhone.
Apple Inc. is the most valuable company in human history.
Tell me again how Apple lost the PC wars? ;-)
There were many valuable companies in the past but they are not anymore. Apple must not push its customers limits too much or it may backfire.