[reducesuffering]

You're missing the 4d chess involved.

> If apple did anything otherwise, it would cause shareholders losses.

Actually, by doing this, they could be gaining some revenue, while at the same time destroying their case for solidifying their own 30% cut. By losing that 30% cut, lose 100x the revenue and causing shareholders losses. So while "capitalism" may be eventually maximizing shareholder value, it doesn't happen by chasing local optima.