Across the 2010's, Macs were variously making up 35-80% of the entire PC industry's profit, according to different news sources in different years.
And since then, Apple's share of the PC market has only gone up, from ~13% to ~31% [1].
I can't find any solid data on profitability from the past couple of years, but there's no reason to think it's substantially changed.
So when you're the #1 most profitable computer manufacturer by far, it doesn't exactly sound like "losing" to me, even if you're not #1 in market share by OS.
At the end of the day, the only thing that actually matters is your total profitability in dollars. And there, it seems like Apple has won massively.
Across the 2010's, Macs were variously making up 35-80% of the entire PC industry's profit, according to different news sources in different years.
And since then, Apple's share of the PC market has only gone up, from ~13% to ~31% [1].
I can't find any solid data on profitability from the past couple of years, but there's no reason to think it's substantially changed.
So when you're the #1 most profitable computer manufacturer by far, it doesn't exactly sound like "losing" to me, even if you're not #1 in market share by OS.
At the end of the day, the only thing that actually matters is your total profitability in dollars. And there, it seems like Apple has won massively.
[1] https://www.computerworld.com/article/3695172/statcounter-da...