Kate MacKenzie on why marketshare is a lousy performance metric:
First, just getting accurate marketshare information is next to impossible. Nobody keeps track of everybody. Apple is one of the few companies that publishes product sales– Mac, iPhone, iPad and nothing else– so any comparisons with total market or marketshare is at best a lousy guesstimate.
Marketshare means more to writers, critics, and analysts than it does to technology companies. What’s more important?
Marketshare does not mean diddly squat because Apple’s iOS devices– as it does with the Mac– own most of the entire smartphone and tablet industry’s profits. That position has not changed in years. Apple Watch is the world’s top selling smartwatch, even eclipsing industry leader Rolex in revenue, and topping every other brand in revenue (and probably profits, too– who does profits better?).