I'll tell you what's live-or-die important to Apple: Content. Software, video, music etc. Without content, Apple's hardware is an assortment of useless inanimate objects on par with the Pet Rock. I've worked in content creation for 20 years, doing music, sound design, graphic design and animation for software, games, e-learning and online marketing. And you know what people who work in content creation want? They want powerful, expandable, upgradeable, repairable and reliable workhorses, not dinky consumer **** that's been glued and soldered and welded together to impress a bunch of monkeys who clap and throw feces in excitement over wafer-thin tech. They don't want computers that need aeons to perform heavy duty tasks like rendering and compiling and nearly melt in the process.
You can't put a price tag on keeping those professionals happy or let some pie charts and greedy clueless stockholders dictate how much effort you put into those products.
Professional soccer shoes probably make up a microscopic slice of Adidas' profit pie chart, but they don't say to Beckham "Hey **** you buddy, if you want our shoes you can go to the kiddie sports section at Tesco and get some pink sweat shop-produced ones for $19.95."