Market share can be easily distorted by adding or intentionally omitting context. If the phrase is used without qualifiers, take it with a boulder of salt.

For instance, Apple likes to trumpet that it has more personal computing share, with its Macs, than certain conventional PC manufacturers. While that is true, it's a disingenuous statistic, given that they are actually competing against a platform type (ie, ALL PC manufacturers) rather than the one or two bottom feeders in that spectrum. In that sense, they have something like 15% last time I checked (and it took a LONG fight to get there).

Bottom line: Jobs is a showman, and when he's got the pulpit, he controls the look and feel of the show-- details be damned.