Does apple really want to become this ginormously powerful corporation many people think they should become? Consider why they aren't already as large or larger than it's nemeses; they have the innovation and the resources necessary to exceed Microsoft technologically (they have shown it time and time again), not to mention the strength and stability behind programming and it's OSs. Apple chooses to be smaller. And that's exactly it. Hypothetically, if Apple were to become as large and powerful as Microsoft, they would inevitably lose the control over the quality of their products. More products in less time, equates to such a conundrum. Furthermore, with the increased number of users, viruses and things of the sort will become as big of an issue as it is now with PC's. Thus virtually eliminating the aura that surrounds Apple. Quality. Stability. Stigma. Apple has lots to lose. In my opinion, I think Apple is succeeding, despite their 3 percent market share. Refute me if you may, but be prepared to support your argument.