They don't care about the pro market or the OSX market. It's all about mobile devices. If Jobs wasn't the way he is, they would have a much larger share of the pc market. They make some really nice computers. If Gates was at the helm of Apple, it would be the largest corporation on the planet, no doubt about it.
If it's a choice between market share and profits, Apple will take profits. By at least one measure they're already the second largest corporation on the planet. I think Steve's doing just fine.