Horace Dediu briefly analyzed the apparent contradiction between Apple’s small product line, and their market cap:
Tim Cook went on:
I think this is so ingrained in our company that this hubris you talk about that happens to companies that are successful and sole role in life is to get bigger, I can tell you the management team at Apple would never let that happen. That’s not what we’re about. [We have a] Small list of things to focus on.
The irony is that by thinking small, Apple became the biggest company that ever was.