When you have a superior product, you can command a higher price and not worry too much about market share as you can make up in profit what you might lose in volume.
Apple’s handsets are perhaps the most sophisticated consumer products ever made.
My Samsung Galaxie Note 4 is better than any Iphone on the market. Apple has the name going for it and nothing else. I have a nephew who has a degree in computer programming who likes to call Iphones the cell phone for dummies.