Probably you will never get point that Apple lost Personal Computing war to Microsoft following exact same business model i.e. control every aspect of persona computing whereas M$ licenses its software to run on whoever is willing to run it. Same thing is repeating in mobile computing space. Apple wants to control every aspect of mobile computing under its ecosystem whereas Google is letting whoever is willing to run with its software let them run. Numbers are right in front of us - Samsung+Google are eating Apple's pie. And if you think Apple can survive this without coming out with revolutionary product, good luck with that. Increasing size of phone, shrinking size of tablet or thinning out desktop is not going to save Apple's falling stock price and marketshare. With this same strategy they are on their way to 7% market share of mobile computing, same as what they had with personal computing.
It's market share versus profitability.
You say the Mac "lost" the desktop war... and yet the Mac is still around 27 years later... and is the most profitable computer on the market.
There was an article that said HP has to sell 7 computers to make the same amount of money as 1 Mac. Which company would you rather be?
And let's consider the dire situation those PC makers are in... razor thin margins selling commodity devices. That's not a great place to be.
You're getting too wrapped up in market share. There are some companies who sell tons of devices... but actually lose money. How the hell does that happen?!?!
Apple may sell a smaller amount of devices... but each and every one generates income.
A company needs money to survive... you cannot pay your rent with market share.
And... a billion dollars is the same whether you're 1% of the market or 10% of the market.