Steve Jobs wasn't all about niche products only, he cared about market share too (like everyone should, not just Steve). The 5C is going for profits, not market share. However, it is more important than ever to go for market share. Allow me to quote this article: Android engagement may move above iOS if market share slips away further. When the Play Store will be favored over the AppStore, the ecosystem comes into deep trouble. Either Apple has enormous trust in their ecosystem above Android or Apple thinks the 5C will sell just as well the 5 last year with 5S sales being 'additive'. However, I think both strategies are very risky.