Not interested in revenue for revenue's sake
The most important thing to Apple is to make the best products in the world that enrich customers’ lives. That’s our high order bit. That means that we aren’t interested in revenue for revenue’s sake. We can put the Apple brand on a lot of things and sell a lot more stuff, but that’s not what we’re here for. We want to make only the best products.
Companies shouldn't be about profits for profits sake. They should be about fulfilling their mission, with profits as a necessary condition for and a by-product of that.