Apple Inc. (AAPL): This Is What Tim Cook Cares About

That’s actually quite impressive for the e-tailer, considering its own unit market share has also fallen., Inc. (NASDAQ:AMZN) rushed out the gate with a 15.9% market share when it first launched in Q4 2011;, Inc. (NASDAQ:AMZN) was just 3.7% of the market in the first quarter. The company gets holiday spikes since Kindle Fires make for perfect stocking stuffers, but maintaining a No. 2 usage share amid Samsung’s rising tablet volumes is nonetheless an achievement in itself.

Investors tend to focus too heavily on unit share. Higher usage share translates into a higher likelihood of upgrades and repeat purchases, which is why Apple Inc. (NASDAQ:AAPL)’s declining unit shares don’t bother Tim Cook all that much.

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Fool contributor Evan Niu, CFA, owns shares of Apple. The Motley Fool recommends and Apple. The Motley Fool owns shares of, Inc. (NASDAQ:AMZN) and Apple Inc. (NASDAQ:AAPL).

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