You need to remember that Apple decides to avoid certain markets (want a laptop less than $1000? Apple won't sell it to you). Also, sales do not equal profit.

I think Apple is hugely successful, both in terms of selling computers to individuals (Vast majority of Apple sales are above $1000, Apple has a 90% market share of retail PCs sold that are above 90% [1]) And they are hugely profitable [2].

1: http://macdailynews.com/2010/02/01/apple_mac_owns_90_market_... ) 2: http://www.businessinsider.com/chart-of-the-day-revenue-vs-o...