Apple has only 18% share from the smartphone market

Apple’s philosophy has always been to be consumer-centric. It wants to make easy-to-use, broadly-accessible products.

But on some level, it’s failing consumers when only 18% of the global smartphone population has an iPhone. (source)

BMW makes the best cars in the world. Does not have the same market share as Ford or Toyota. Is BMW failing its customers? Should they price their cars lower, so everybody can afford a 3-series? Should Bentley do that?