Yes, common folks are buying these products. Just not from Apple in great numbers. How can you say with a straight face that having 15% tablet share is good when that number was so much higher. Apple dominated the tablet market after ipad 1. They haven't adjusted. Just look at the ipads price and memory configuration; $500 at 16gig. Hasn't changed since the original release. And the ipad mini got a price increase in the face of capable devices costing half as much.
And don't let me start on Apple's computer business. The vast majority of people are cheapskates and Apple products are not even options to consider. No one wants to pay $1000 to check emails and browse the Internet.
Where did you get 15% iPad marketshare from ?