It's called financial engineering. SJ was always against it.
The buyback was put in place to stop the sliding stock price:
http://appleinsider.com/articles/14...ises-with-massive-17-billion-q4-stock-buyback
Company value can be defined in different terms, EV, FM or market cap, depending on the argument you're trying to make.
Apple's spending billions of it's huge cash horde to drive up the share price, which in turn increases market cap. Share price increases without bolstering buyback programs represents investor confidence in future earnings, ie. P/E ratio. That confidence was low in Q1 results in Jan '14, hence the massive increase in buyback.
Apple is rich and successful beyond anything, but the point to ponder is, will it continue on this track. Future earnings GROWTH is what props up share prices and without a buyback program, it is currently doubtful that investors alone would sustain or push the current price higher.
It's kind of a victim of its own success, as Wall St sets expectations ever higher, you would have to believe that gross margins stay where they are and that sales are increasing. Except for the iPhone, that's currently not the case, iPad sales growth is declining.