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. Amazon.com, Inc. (NASDAQ:AMZN) rushed out the gate with a 15.9% market share when it first launched in Q4 2011; Amazon.com, 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.

The article This Is What Tim Cook Cares About originally appeared on Fool.com.

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

Copyright © 1995 – 2013 The Motley Fool, LLC. All rights reserved. The Motley Fool has a disclosure policy.