We hear about market share all the time, even from mac-heads. "Apple needs to increase its marketshare, or it's going to be in trouble", etc etc. While I agree that it's very low, I have to wonder as well. This is a company that has been around for literally decades and they have billions in the bank. They have time and time again hung on through horrendous company shake ups and other seemingly insurmountable difficulties. (You know, like 2% market share.) It seems to me that if Apple WANTED to have greater market share, it WOULD. There are other companies that depend on being seen as "the outsider". It's not a result of poor planning or bad advertising. It's an advertising campaign in itself. Apple has reacted to historically low market share by exploiting it to the maximum. Now, if their marketshare goes up, it's since has a huge triumph. "The underdog is winning!". It's Rocky all over again. People love to root for the underdog. What do you all think? Is the low marketshare intentional, or are they really trying to increase it, and by how much?